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Omnicom Buys Communispace and The Modellers

February 7 2011

Omnicom Group has acquired Salt Lake City-based advanced analytics firm The Modellers, on Friday; and followed up today with the acquisition of online community specialist Communispace Corporation.

DAS' Thomas Harrison; The Modellers' Jeff Brazell; and Communispace CEO Diane HessanOmnicom made the buys via its Diversified Agency Services (DAS) unit, which manages the group's holdings in a variety of marketing disciplines and includes more than 190 companies with offices in 71 countries.

The Modellers, LLC are specialists in applying advanced analytics and predictive modeling to marketing and communications challenges, and combine a strong academic heritage in marketing science with particular expertise in product development, line optimization, pricing, segmentation, message testing and brand strategy.

Thomas Harrison, Chairman and CEO of DAS, says the arrival of his new colleagues enhances the firm's offer of cutting-edge services for clients: 'Their unique and powerful capabilities are exciting and the need in the marketplace for the kinds of insights that can only come from the smart application of advanced analytics is growing.'

Jeff Brazell, CEO and Founder of The Modellers says the deal is 'the best of both worlds' for his company, opening the door to 'a vast reservoir of expertise and market intelligence' and to 'many excellent marketing and communications companies that are part of their global network'; while allowing it to continue developing its advanced analytics and custom desktop simulators, known as 'Interactive Decision Tools'.

The Communispace deal follows speculation in December that the firm was in talks with a number of possible investors and/or buyers including Omnicom. Communispace builds and manages online communities to allow marketers to test ideas, generate feedback and gain insights into consumer views and behavior.

Founded in 1999, the firm has created and managed more than 400 customer communities for more than 100 blue-chip clients. Following today's deal, Diane Hessan will continue to serve as its President and CEO.

Harrison comments: 'There is no doubt today that deep, real-time consumer insight is critical, and the company's breakthrough approach, using leading-edge technologies and service capabilities, have made Communispace the dominant player in its space and an extremely valuable and pro-active resource to its clients.'

Hessan says she and her team are 'honored to be joining Omnicom Group - one of the most successful global marketing and communications services providers in the world', whose 'vast capabilities and global reach will be instrumental in our future success.'

Communispace is headquartered in Watertown, Massachusetts and has offices in Atlanta, Chicago, London, New York, San Francisco, as well as Imperia, Italy and Sydney, Australia.

Web sites are at www.themodellers.com , www.communispace.com and www.omnicomgroup.com .

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

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