Ipsos makes US buys, forms JV in Indonesia

FRANCE-- Ipsos has acquired New York's Monroe Mendelsohn Research, giving the global group its first major presence in the US media research market.

Ipsos made waves on the US media scene last year after winning support from a consortium of radio companies for tests of a cellphone-based radio measurement system it had developed with local partner The Media Audit.

However Richard Silman, global CEO of Ipsos Media, said: “The United States is the most important media market in the world. It was therefore important that Ipsos had a media presence in this country.”

Monroe's subsidiary, Mendelsohn Media Research is noted for its Affluent Survey, a source of syndicated audience, purchasing and behavioural information for firms targeting wealthy households.

As well as expertise in this niche, Silman said the buy would pave the way for a wider development of audience measurement and market consumption information services in the country.

The agency was founded by Monroe Mendelsohn in 1958 and acquired 20 years later by Walter McCullough, the current president and CEO, who in turn is selling all the company's shares to Ipsos. Financial terms have not been disclosed.

Monroe's sales last year were more than $10m and the company employees 20 people, with a client list including media owners Conde Nast, Time Warner and Dow Jones, and ad agencies Publicis, WPP, Havas, Omnicom and Aegis.

Ipsos also announced today another US acquisition – agricultural and animal healthcare specialist Forward Research, bolstering its existing sector focus in the country and presenting opportunities for developments in Argentina, Brazil and Australia where it has other agricultural research interests.

Turning to Asia Pacific, the company has formed a joint venture with former TNS and Research International executive Iwan Murty in Jakarta, giving it a base in Indonesia for the first time. Murty owns data collection company Central Data, whose clients include Unilever.

• Ipsos published its detailed full year results today. For more information, click here.

Author: Brian Tarran

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