NEWS2 December 2009

Forrester buys Strategic Oxygen from Monitor

M&A North America

US— Forrester Research has acquired the Strategic Oxygen marketing research business from management consultant Monitor Group.

Michael Gale remains as CEO of Strategic Oxygen. Gale wrote in a post on the company’s blog yesterday: “The ‘what if’ nature of our tools will enable Forrester to aid… marketers in planning day-to-day activities on a far more detailed level. Forrester’s deep global channel affords Strategic Oxygen a unique opportunity to widen the application of our tools through hundreds of leading technology brands.”

Monitor’s co-managing partner Robert Lurie said: “Strategic Oxygen clients greatly value what has become a premium product to develop and implement successful marketing plans. In deciding to concentrate on its core consulting business, Monitor is selling Forrester a respected, influential and vital data-driven offering for today’s marketing professionals at major companies in the technology industry.”

Forrester said in a statement that it will integrate Strategic Oxygen’s employees into the organisation immediately.