GfK Buys in Australia and Macedonia

GfK has expanded its global network with the acquisition of Australian research firm the Blue Moon Group, while taking a 51% majority stake in Macedonian MR agency Stratum Research.

With offices in Sydney and Melbourne, the company which will now trade as GfK Blue Moon, specialises in the consumer, financial, media and communications markets, as well as working in the automotive, business and technology arenas. Its main focus is brand positioning, product development, advertising, price and packaging research. In addition, the Blue Moon Group has conducted extensive studies on behalf of the Australian government.

The firm has recorded sustained growth since it was established in 1992, and in 2007 it reported sales of around EUR 6.5m. Its team of 14 is led by MDs John Bullen and Peter Evans.

GfK says that the acquisition makes it one of the top 10 Australian market research companies, and confirms that the buy is a key element of its strategy to expand its network in the Asia and Pacific market.

In addition, GfK reports that it acquired a majority shareholding in Macedonia's largest market research agency, Stratum Research, in November. The company, which was founded in 2000, is now known as GfK Skopje and specialises in the financial, media and communications, consumer, business and technology sectors. Currently the team comprises a staff of ten led by MD and psychologist Vesna Kuzmanovic. The company posted sales of around EUR 400,000 in 2007.

Earlier this month, GfK replaced its existing five business divisions with three sectors: Custom Research, Retail and Technology, a structure it says more accurately reflect the services it provides (www.mrweb.com/drno/news7721.htm ).

Web sites are at www.gfk.com , www.bluemoonresearch.com.au and www.stratum.com.mk.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.