Leger Buys Malinoff's Ad Research Firm Element54

In Montreal, Leger has announced the acquisition of fellow Canadian insights firm Element54, a specialist in advertising research.

The acquisition is Leger's 15th, and makes it 'the largest Canadian-owned market research and polling firm in the country,' with more than 300 employees in eight offices across Canada and the United States. Element54 was founded in 2008 and is led by former Ipsos and Angus Reid researcher Bernie Malinoff, and boasts 'unique know-how and a methodologically sound approach,' with clients in sectors including retail, financial services, transportation and lotteries.

The firms say the buy will further solidify Leger's expertise in the advertising research space, and allow Element54 to expand its presence across North America, backed by its new parent's operational and technological infrastructure. The acquired firm will form a new division, Leger-Element54 (logo shown), with Malinoff as EVP and Head of Leger's Centre of Excellence in Advertising Research.

Company President Jean-Marc Léger says of the deal: 'Welcoming Bernie and his team to Leger is a tremendous asset. We are pleased to have them on board. Their nationally recognized expertise in advertising research will enhance our service offering and increase our ability to support clients across industries.'

'Jean-Marc and his team have built an extraordinary organisation,' says Malinoff. 'One that we are proud to now call home. By joining Leger, our clients will gain access to a wider range of research professionals across Canada and the US, advanced analytics powered by cutting-edge AI and data science capabilities, expanded UX, CX and HX research technologies, and robust online panels and operational infrastructure. This partnership strengthens our ability to deliver rigorous, human-centred insights at scale.'

Web sites: www.leger360.com and www.leger360.com/ad-testing .