Ipsos Buys Napoleón Franco To Become Leader

Ipsos has announced the acquisition of the Colombian company Napoleón Franco S.A., noted for its public affairs research but also big in mainstream MR. The buy gives the global group 20% of the country's MR market and a powerful all-round presence in Latin America.

The acquired company works in survey-based marketing, media, loyalty and public affairs research, and was founded 25 years ago by Napoleón Franco Armenta, its current manager. It has offices in the main cities: Bogotà, Medellin, Cali and Barranquilla; 50 full-time employees and 2004 turnover of US $3.1m.

Napoleón Franco is particularly well known for its public affairs surveys, with clients including the Colombian Republic Presidency. However, market research accounts for the majority of its turnover, with wuant and qual surveys carried out in the food and beverage sector and in telecommunications, finance, and retail.

Ipsos already has a presence in the country via advertising subsidiary Ipsos ASI - this acquisition gives the group a market share of 20%, making it 'a leader in the country'. Ipsos says the move also means that clients now have 'a consistent range of services across the Latin American region'.

Nine per cent of Ipsos' 2004 revenues of 605.6 million euros were achieved in Latin America. Organic growth in the region was +22% in 2004, and exceeded +25% in the first quarter of 2005. The group is established in Argentina, Brazil, Colombia, Chile, Mexico, Venezuela, Costa Rica, the Dominican Republic, Panama and Puerto Rico. Its web site is at www.ipsos.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.