BVA Invests in Insight-led Comms Agency BABEL

French research and consultancy group BVA - the owner of London-based consumer insight firm BDRC - has acquired a 30% stake in communications agency BABEL. Terms of the deal have not been disclosed.

Headquartered in Paris and founded in 2012 by Laurent Habib, CEO of French communication agency association AAC and former Chief Executive of the Havas Group, BABEL claims to be one of the first communication agencies to integrate consumer insight with an 'interpretation of the emotional dimension' of the customer / employee experience. BVA says this fits with its own aim of growing its consultancy offering by using the human factors behind data and applying behavioural science, behavioural economics, neuroscience and UX research.

BVA has made several investments in the past few years, including in the creation of a Nudge Unit and acquisitions such as that of BDRC. In a statement, the group said the BABEL buy would add expertise in the field of 'human-sensitive intelligence and mastering emotional levers of engagement'.

Gérard Lopez, BVA Group Chairman, says the firms will create a joint offering which fuses their approaches to strategic branding. Habib adds: 'Such an alliance will put deep consumer understanding and human intelligence at the heart of the company and brand strategies, to build the unique qualities necessary for their survival'.

Web sites: www.bva-group.com and www.agencebabel.com .