Millward Brown Acquires Centrum

Millward Brown has acquired Dutch market research agency Centrum voor Marketing Analyses. Centrum has previously been a Millward Brown licensee and changes its name to Millward Brown / Centrum with immediate effect. Its existing structure and local management personnel are unchanged.

Centrum was founded in 1964 and is based in Amsterdam where it has over 100 full-time employees. It has particular expertise in packaged goods, financial services, telecoms, logistics and mail, and utilities, with a strong reputation for qual. Clients include major Dutch companies and most major multi-nationals with interests in the Netherlands.

The two companies have enjoyed a close relationship on a licensee basis for many years, according to Sue Gardiner, Joint MD of Millward Brown UK. 'Happily the time is right now for us to get closer still... Centrum is a very good match for Millward Brown: great researchers who have strong client partnerships, and importantly a common philosophy about brands and communication. The benefits to our clients will be continued access to all our learning plus easier access to our global network'.

Jan Oostveen, MD of Centrum voor Marketing Analyses, adds 'We are really enthusiastic about this new phase our company is entering. As a highly successful research agency in the Dutch market, becoming part of the Millward Brown Group will sustain our authority for years to come'.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.