Millward Brown Buys Chinese Firm

Millward Brown has signed a joint venture agreement with Chinese agency ACSR, to acquire the majority of its stock via parent company WPP. The resulting company, to be known as Millward Brown ACSR, will be one of China's five largest MR providers.

ACSR (All China Strategic Research), which was already one of the country's top 10 agencies, has offices in Beijing, Shanghai and Guangzhou and extensive data collection facilities across urban and rural China. It offers quant and qual research for brand, communications, customer service and retail management through methods including CATI, CAPI, online surveys and an online panel.

The new company will report into Millward Brown's regional Africa Asia Pacific management structure based in Singapore.

MB's CEO Bob Meyers says the partnership 'merges the best of Millward Brown's global research expertise with the very best local market skills'. He continues: 'Whether our clients have their base inside or outside of China, we are now able to offer unrivalled advice on how to grow their brands. We are truly delighted to partner with the talent of ACSR in this exciting venture.'

ACSR's Chairman & President, Mr Yuxian Gao, becomes Chairman of the new company. A well known figure in the industry in China, he serves as Vice-Chairman of the Chinese Association of Market Information and Research; and the senior director of the Chinese Market Research Association (CMRA). Gao welcomes the merger of MB's 'advanced technology and international experience' with his own firm's local know-how. He adds that the move till provide 'a much bigger platform for ACSR staff members, with opportunities to further their professional goals'.

Millward Brown, part of Kantar within WPP, is online at www.millwardbrown.com , while ACSR's web site is at www.acsr.com.cn .

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