GfK Integrates and Renames Blue Moon Division

GfK has fully integrated its custom research division GfK Blue Moon into its global structure, and renamed it GfK Australia, Consumer Experiences.

GfK acquired Sydney-based Blue Moon Group in 2008, as part of a strategy to expand its network across Asia Pacific. The firm's main focus is brand positioning, product development, advertising, price and packaging research.

Joint MD Mark George says the agency will remain locally focused but will now provide access to global expertise and resources through the GfK network. Fellow joint MD Juergen Merz comments: 'We have continued to proudly use the Blue Moon name over the past five years because of our long heritage in Australia. Now, however, it is time to look forward, and the global GfK network provides us access to innovative methods and tools, developed and validated in cooperation with academia to meet the highest possible standards.'

Web site: www.gfk.com .