Market Research Merger in Canada

The Kantar Group, the information and consultancy arm of the WPP Group, has just announced the merger in Canada of two of its major market research subsidiaries, Millward Brown and Goldfarb Consultants.

Goldfarb Consultants will be merged with Millward Brown Canada immediately. The merged company, Millward Brown Goldfarb, will be based at the current Goldfarb headquarters in Toronto. The new organisation will be one of the largest market research firms in Canada with over 400 full and part-time employees.

'We will provide expertise and experience that are comprehensive and second to none in Canada,' said Kathie Macmillan, President and CEO of Goldfarb Consultants. 'Once the merger is complete,' added Bill Ratcliffe, President of Millward Brown Canada, 'we are looking to expand our Canadian presence both in terms of geography and the range of services that we offer.'

The two organisations have complementary business activities. Goldfarb brings a heritage of expertise in custom, ad hoc research for both the public and private sector. Millward Brown's traditional focus is on the development and effectiveness of marketing communications and brands. 'There is little duplication in each company's research services but there are tremendous opportunities to leverage their combined skills to create new products and services for Canadian marketers,' says Eileen Campbell, President and CEO of Millward Brown North America.

The Focus Network, Goldfarb Consultants' international network of marketing research facilities, will remain an independent operating business and will report through Millward Brown Goldfarb.

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

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