NZ Agency Gravitas Acquired by One Picture Group

In New Zealand, consumer insights, brand planning and innovation agency the One Picture Group has acquired full-service social and marketing research agency Gravitas, which has now been re-named GravitasOPG. Terms of the deal have not been disclosed.

Auckland-based GravitasOPG offers a range of research services covering customer experience and satisfaction, reputation assessment, behaviour change, and new product development and concept testing. The firm also specialises in transportation research and urban planning, needs assessment and community consultation, along with policy analysis and development. It uses a range of data collection methods, including CATI through its survey centre, and face-to-face interviews and observation, as well as offering multi-lingual and cross-cultural research.

As part of the deal, GravitasOPG will continue to be led by co-founder and MD David Glover (pictured), who says that One Picture Group's complementary skills, such as marketing, design thinking, and a larger qualitative research resource, will enhance GravitasOPG's own offer. Richard Bourke, Chair of the One Picture Group, explains that the acquisition is part of his group's plan to expand locally and in Australia, having previously moved offshore with offices in Sydney and London, and adds that he is excited about the possibility of other 'like-minded companies' joining the group.

Commenting on the Gravitas acquisition, Bourke states: 'Kiwis will be familiar with the outputs of a lot of Gravitas's work but in keeping with the nature of their clients, many of whom are in the government sector, much of it occurs behind the scenes. None-the-less, Gravitas has helped shape many of the services we experience today from transportation and urban planning to new products, and we're excited to now have them within our group.'

Web sites: www.onepicture.com and www.gravitasopg.co.nz .