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Added Value Buys Cheskin
WPP's brand development business Added Value has acquired US-based consultancy Cheskin. Cheskin Added Value will retain a high degree of autonomy with Darrel Rhea maintaining his leadership role as CEO.
The buy gives Added Value stronger expertise in the technology sector, design strategy and in-depth understanding of US Hispanic markets, while Cheskin aims to benefit from the broad sector coverage of Added Value as well as its global reach.
Cheskin will continue to focus on 'consumer insights-based innovation consulting' for product development, branding and marketing. CEO, Darrel Rhea says the two firms' skill sets in key areas are 'incredibly complementary' and adds: 'Joining with Added Value will allow us to dramatically enhance the level of service we are providing to our global clients in an increasingly international market, and it adds real power to our offering in emerging market countries like China.'
Emphasizing Rhea's personal contribution to Cheskin's growth, Added Value's CEO North America Maggie Taylor comments: 'Change opens up great possibilities for innovation and the new Cheskin Added Value will stimulate fresh ideas and perspectives that will benefit our clients and grow our services into new markets'.
Cheskin was established in 1946 and is based in Redwood Shores, CA, with offices in New York and Seattle and a web site at www.cheskin.com.
Added Value, with 25 locations in 15 countries, is headed by Global CEO Angus Porter, and is part of Kantar, WPP's insight division. The Kantar Group has 22 companies operating in 70 countries worldwide and includes RI, Millward Brown and Lightspeed Research. Web sites are at www.added-value.com , www.kantargroup.com and www.wpp.com.
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