GfK has merged its existing retail tracking and media business with full service agency PT Primera Indonesia, in order to offer its Consumer Experiences portfolio to clients across Southeast Asia. Terms of the deal were not disclosed.
Jakarta-based PT Primera offers a range of qual and quant techniques for use in advertising tracking, brand equity and positioning studies, customer satisfaction and loyalty surveys, market modelling, and product and concept testing. GfK says these areas of expertise are aligned with its own product portfolio and can be used to expand its growing digital presence in a key region. Through the deal, GfK will roll out its range of Consumer Experiences products, which focus on understanding and measuring consumers' attitudes and behaviour.
As part of the deal, PT Primera Indonesia's management team will help to further grow and develop the business. Founder and MD Iyan Muhsinin (pictured) comments: 'With our presence in the Indonesian market we will contribute to the reach of GfK's exciting portfolio. Our Indonesian clients from different industries can benefit from GfK's global setup, while we can deliver deep insights into the attractive market of Indonesia.'
Debbie Pruent, COO Consumer Experiences at GfK says PT Primera Indonesia is a 'perfect fit', which will improve service for her firm's global client base.
Web sites: www.gfk.com and www.primera-research.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.