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Sunday, 26 October 2014

GfK reveals details of UK merger with NOP

Merger plans will see the creation of three separate UK business divisions, specialising in custom, healthcare and media research

GfK has revealed details of its UK merger with NOP that will see the creation of three separate business divisions under the umbrella organisation, GfK NOP.

The bulk of NOP's UK assets will form the GfK NOP Custom division, headed by the former CEO of the NOP Research Group, Phyllis Macfarlane. Sectors covered include automotive, business, consumer, financial and social research.

The division will also incorporate GfK Martin Hamblin's custom business. The medium-sized agency, which was founded in 1969, is being split in two under the merger plans, with its healthcare arm spun-off into the new GfK Healthcare division, led by David Bayton, former European head of research at NOP World Health.

Finally, GfK's UK media research business will join with NOP's media team to form GfK NOP Media. This will be jointly led by GfK's Nick North and Joanne Wilbraham of NOP.

The bulk of the integration is expected to be complete by the end of the year. GfK bought NOP World from United Business Media in April for £383m.

• For more on this story, including an exclusive interview with Phyllis Macfarlane, see the September edition of Research magazine – out today.

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