Synovate to Buy Symmetrics

Another purchase for the acquisitive Synovate, this time in the US. The global agency has reached agreement to acquire Symmetrics Marketing Corporation, a customer loyalty measurement and management research and consulting business.

Symmetrics is headquartered in Arizona and has 53 staff in total in its four offices (the others are in Indiana, California and Texas). The company's leading edge customer loyalty solutions will become an important part of the global offering of Synovate, recognising that interest in customer satisfaction and loyalty measurement has grown rapidly in recent years and now accounts for around 16% of global research spend.

Synovate CEO Adrian Chedore says that Symmetrics will be a focal point for the development of research on stakeholder relationships, already an important part of Synovate's business.

Chairman Lawrence Crosby, who founded Symmetrics in 1996, commented: 'We are very excited about becoming part of such an impressive organisation... Synovate's goal and our goal is to be the global leader in customer loyalty measurement and management. We believe that together, we now have the resources and the intellectual capital to achieve this vision'.

Synovate's web site is at www.synovate.com , and Symmetrics' at www.symmetricsmarketing.com

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

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