Millward Brown Buys Romanian Firm Daedalus

Millward Brown has agreed to acquire its Romanian partner agency Daedalus Consulting S.R.L., along with its wholly-owned subsidiary Visionwise Consulting, for an undisclosed sum. The firms will now become Millward Brown Romania.

The WPP-owned firm, part of Kantar, says the buy will help it with long-term growth opportunities in Romania and will give it a direct presence in all major Central and Eastern European markets, including Russia, Poland, Hungary and the Czech Republic. Last December, MB acquired a 70% stake in Moscow-based custom research firm ARMI-Marketing.

With around 110 employees, Daedalus had 2012 sales of EUR 3.6m and net profit of EUR 0.34m, while Visionwise made around EUR 0.1m on turnover of EUR 0.32m, according to official figures. Daedalus was formed in 1996 by Daniel Enescu and Dragos Enescu, and is described as the largest fieldwork centre in the country. The company has been a Millward Brown network member for nine years.

Co-founder Daniel Enescu will remain as the new firm's Chairman, while MD Daniela Lazar retains her role and will report to MB's Regional MD for Central/Eastern Europe and the Nordics, Jean-Michel Janoueix.

Janoueix says of the acquisition: 'Our talented team in Romania is driving marketing best practice in the country today and will help Millward Brown's international clients grow their business in the region. The integration of Daedalus within Millward Brown's organization will accelerate knowledge sharing across all teams and markets in the region for the benefit of our clients.' Daniel Enescu comments: 'Daedalus has been always perceived as a best-in-class provider in Romania, while Millward Brown is well-known for its ability to provide powerful insights that help clients grow their brands globally. We shall combine the local expertise with the global knowledge to generate even more value to our clients'.

WPP's Ogilvy, Kantar Media and Grey subsidiaries already have operations in Romania, and the Group and its associates generate revenues of around $30m and employ around 400 people in the country.

MB's web site is at www.millwardbrown.com .