Dentsu Aegis buys Forbes Consulting Group

Forbes is based in Lexington, Massachusetts and was founded in 1985 by David Forbes.

The purchase will bring Forbes’ patented suite of applied neuroscience methods, MindSight emotional assessment technologies, into the network’s portfolio of consumer insights tools.

Forbes Consulting Group will become part of Copernicus, Dentsu Aegis Network’s data-driven marketing strategy consultancy, with founder David Forbes taking the position of chief innovation officer of Copernicus.

“This acquisition represents an important component of our strategy to provide to clients a thorough, and actionable, understanding of what and why consumers will buy, and how companies can dramatically improve their marketing and innovation strategies,” said Peter Krieg, president and CEO of Copernicus.