NEWS28 January 2010

Ipsos to acquire OTX

M&A North America

FRANCE— Ipsos has agreed a deal to acquire US-based online research group OTX for an undisclosed amount.

OTX was formed in 2000 as a division of iFilm. It was bought by the Pilot Group, ZelnickMedia and founder and CEO Shelley Zalis in 2004.

The agency generated revenue of $60m last year and boasts a client list numbering more than 330 companies. It employs around 200 staff and has offices in Los Angeles, New York, Chicago, Cincinnati, Miami and London.

Ipsos co-president Didier Truchot (pictured) said: “OTX has a strong culture of innovation. It has created a next-generation market research company integrating traditional and new media. Its expertise fits perfectly with Ipsos, particularly with Ipsos MediaCT [media, content and technology research] and Ipsos ASI [advertising research].

Shelley Zalis, CEO at OTX, said: “The combination of global scale and innovation will truly move our industry to new heights and allow us to build research solutions and media models to better understand consumers today. Ipsos is our perfect partner for leading the research evolution in the increasingly connected media, marketing and entertainment worlds.”