Millward Brown Acquires in France

Millward Brown has today announced the acquisition of Paris-based MFR, one of France's leading qualitative research consultancies.

MFR, founded in 1986 by Marie-Francoise Roy, has grown to become one of the most successful independent qualitative research companies in France, servicing major international advertisers in France and throughout the world, including Unilever, United Airlines, Imperial Tobacco, United Distillers, Schweppes, Kellogg's, L'Oreal, and Johnson & Johnson. It currently employs 12 senior consultants. Since its inception, the company has conducted over $35 million of qualitative research while annual revenues for 2001 exceeded $5 million.

The acquisition will continue to reinforce Millward Brown's European qualitative force, with the company now able to offer clients significant qualitative resources in all key countries of Europe and the world.

Commenting on the acquisition, Andrea Bielli, CEO of Millward Brown Mainland Europe said 'I'm very proud to welcome MFR into our organization. After the other acquisitions in qualitative research over the last two years as well as our strong internal growth in qualitative, we are becoming a key player in this area, and qualitative expertise will further reinforce our ability to deliver research-based consultancy.'

Marie-Francoise Roy will act as an active strategic consultant for several years to the combined organisation while her successor, Kevin Singer, will work with Liz Musch, current MD of Millward Brown France, to build the future business. All other MFR management and staff will be retained and will continue to service their current client base.

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