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New Brazilian Agency Launched
In Sao Paulo, Brazil, former senior execs of Ipsos and Synovate have launched a new research consultancy, Animux, along with an immediate strategic alliance with consumer behaviour and emotion assessment specialist Hotspex.
 Co-founders Rodrigo Toni (until now Regional CEO for Ipsos South East Asia and previously Country CEO for Ipsos Brazil) and Eduardo Sincofsky (SVP Synovate Brazil) say the new firm will pursue different ways to interact with and understand 21st century consumers, seeking partnerships with emotional sciences, online, mobile and neurosciences experts and developing its own solutions in co-creation, innovation and interdisciplinary research.
The alliance is based on an exclusive Brazilian agreement for co-marketing Hotspex's proprietary tools, which include emotional response measurement, online shelf tests and detailed interactive consumer feedback tools.
According to Toni, 'Using tools that were developed 50 years ago is no longer enough for today's clients nor is it adequate to understand contemporary consumers. The strategic alliance with Hotspex is a very progressive association of two young and innovative organizations... Brazil is ready for more aggressive migration from off-line to on-line, and we want to be on the forefront of this shift.'
Hotspex founder and CEO, Shane Skillen adds: 'We couldn't have hoped for a better partner than Animux to build on our success to-date in Brazil.'
Hotspex is online at www.hotspex.biz , while Animux's site is under construction.
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