NEWS26 July 2011

Aegis seen as bid target once Synovate is sold


UK— Publicis and WPP are preparing to swoop on Aegis once it sells its market research business Synovate – that’s according to market gossip reported in the Daily Mail and the Independent respectively.

WPP has previously ruled itself out of bidding for Synovate, but traders are speculating that it might have another go at acquiring the slimmed-down media services group which it previously considered buying back in 2005.

As for Publicis, the Mail reports that the advertising group is “ready to table a £2.57bn” offer as soon as a Synovate sale wraps up.

Aegis has been in talks with French research group Ipsos about a sale of its MR business since June. The parties were haggling over a deal said to be in the region of £520m, but following the intervention of a private equity group who claimed to be ready to pay up to £600m for Synovate, the Mail says there are whispers Ipsos has agreed to the higher price.


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