GfK Expands Presence in Europe

The GfK group has further extended its presence in Europe, acquiring a 51% stake in Macon AG in Germany and increasing its stake in Portuguese Intercampus to a majority shareholding of 50%.

Established in 1991, Macon supplies geographical information systems. GfK has worked with geomarketing specialist Macon for many years, supplying the company with basic demographic and sales data, which it uses in the digital maps and Regiograph and District software offered by the company. The new company, which will trade under the name GfK Macon, achieved sales of around EUR3 million in 2001, and has 22 employees.

According to Bernd Dischinger, founder of Macon and member of the Management Board of the company, 'Becoming part of the GfK Group's network gives GfK Macon numerous opportunities, as GfK has the information and expertise we need to maintain and develop our range of maps and software products. Combining GfK's expertise in terms of market knowledge with our geomarketing products will enhance our market leadership in the segment for geographical information systems in the German speaking countries.'

With retrospective effect to 1 April this year, GfK's Spanish subsidiary EMER GfK has increased its 27.6% stake in Intercampus to 50.01%. Intercampus, a Portuguese organisation which was established in 1990, operates in the ad hoc research sector. With a staff complement of 17, the company achieved sales of around EUR 2.5 million in 2001.

According to Manuel Resurrección Manzano, Managing Director of EMER GfK, 'the combination of our subsidiary, GfK Portugal Marketing Services, and Intercampus means that we are well positioned in the market research sector in Portugal. In addition, GfK's network will result in Portuguese clients with global activities being offered services which are standardized and harmonized throughout all the relevant countries.'

GfK's three Portuguese market research subsidiaries, Intercampus, Metris and GfK Portugal Marketing Services, which generated aggregate sales of over EUR 6 million in 2001, now make GfK the number three in this market in Portugal.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.