The Observatory merges with Roth Associates

Marketer-agency management consultancies, The Observatory International and Roth Associates have merged to form Roth Observatory International (ROI) . The merger aims to provide a unified global offering across both businesses’ key markets in North America, Europe, Africa and Asia Pacific.

Combined offices will span across Singapore, Tokyo, New York, Los Angeles, London, Edinburgh, Hamburg, Warsaw, Zurich and Johannesburg. The newly formed consultancy will build on the strength of The Observatory International brand across Europe, Africa and Asia Pacific, and the Roth Associates brand in North America.

Roth Observatory International offers tools and expertise across agency search and selection; agency compensation; agency performance evaluation and marketer-procurement training and coaching.

The partnership will have both operations using the same methodologies, data and intellectual property when consulting on local, regional and global  clients.

Roth Associates was founded in the United States in 1987 while The Observatory International was founded in 2007.

Together, the newly merged company will have a number of brands throughout different regions, including BMW and MINI across Europe, Africa, APAC, and North America, and Danone in Europe and APAC. Both companies also provide consulting for other global brands such as Samsung, Boeing, Google, Toyota, Honda, Coca-Cola and SAB Miller.

Richard Bleasdale, regional managing partner, Asia Pacific, Roth Observatory International, said that the move was about maximising ROI.

"By formally merging the two companies, we’ve consolidated the best global learning and extensive industry data from both businesses. This ensures we can offer marketers across Asia Pacific, the optimum opportunity to get more from their marketing resources,” he said.