Millward Brown Acquires Remaining Equity in SMG/KRC Poland
September 20 2002
The Millward Brown Group has just acquired the remaining equity of SMG/KRC Poland, Media, best known for its qualitative expertise and the large-scale press, radio and outdoor surveys it conducts.
By moving from being Millward Brown's licensee in Poland to being a full member of the Millward Brown Group, it is hoped that SMG/KRC is in a better position to add a 'Polish voice' to the global development of Millward Brown's international technologies, including:
- Target Group Index-- from BMRB, also a Millward Brown company
- Advanced Tracking Programme -- brand health and communications tracking
- Link -- copy testing
- BrandDynamics -- brand equity
- Kidspeak-- children's research,
as well as group wide qualitative resources. This will ensure that these approaches are even more applicable, responsive and actionable in the Polish market. In addition, SMG/KRC will seek to roll out some of its proprietary media research solutions through the rest of the Millward Brown Group.
Welcoming SMG/KRC into the Millward Brown Group, Andrea Bielli, Managing Director of Millward Brown, Mainland Europe said 'We have been working with SMG/KRC as our licensee for several years now and have been very impressed by the quality of their people and the standard of their work. We are delighted that they are now full members of the Millward Brown Group, and we look forward to working more closely with them'.
Krzysztof Kruszewski, who continues as General Manager of SMG/KRC added ' We are very excited at our new status within the Millward Brown Group and to having full access to the expertise and knowledge of all the companies in the Group. We look forward to developing our TGI business and to further enhancing the added value we offer clients through the use of Millward Brown's proprietary research approaches.'
The internal structure of SMG/KRC, its management and staff, are unaffected by the completion of the acquisition process. The company will continue to operate as SMG/KRC but with the annotation - a Millward Brown Company. SMG/KRC Poland Media was established in 1990 and is currently Poland's leading market research agency, with revenues of 62 million PLN (15.2million Euros) in 2001 and around 200 employees.
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.
