Founded in 2008 and led by Bernie Malinoff (formerly of Ipsos and Angus Reid), Montreal-headquartered Element54 works with clients in sectors including retail, financial services and transport.

Following the acquisition, Element54 will continue operating under a newly created division, ‘Leger-Element54’, with Malinoff taking up the role of executive vice-president and head of Leger’s centre of excellence in advertising research. 

The deal will bolster Leger’s expertise in the advertising research space and will expand Element54’s presence across North America. It marks the 15^th acquisition for Leger.

The financial terms of the acquisition have not been disclosed.

Jean-Marc Léger, president of Leger (pictured), said: “Welcoming Bernie and his team to Leger is a tremendous asset.

“Their nationally recognised expertise in advertising research will enhance our service offering and increase our ability to support clients across industries.”

Malinoff said: “By joining Leger, our clients will gain access to a wider range of research professionals across Canada and the US, advanced analytics powered by cutting-edge AI and data science capabilities, expanded UX, CX and HX research technologies, and robust online panels and operational infrastructure. This partnership strengthens our ability to deliver rigorous, human-centred insights at scale.”