The merged business will be chaired by former Lansdowne MD Roger Jupp. His deputy at Lansdowne, Richard Waring, becomes managing director and IMS boss Carol Fanagan becomes deputy MD of the new company.

A spokesman for Millward Brown said a small number of jobs may be lost as a result of duplication of roles, but had no further information to give at this stage.

IMS and Lansdowne have worked at the same building in Dublin since May 2007. They were acquired by Millward Brown in 2002, along with Belfast-based sister company Ulster Marketing Surveys.

Eamonn Williams, the CEO of Millward Brown Ireland – which includes Millward Brown Lansdowne and Millward Brown Ulster – said: “By joining forces into a single company, Millward Brown Lansdowne
will have greater resources and talent to deliver further value to clients. The company’s insight and consultancy capabilities will be strengthened, and our knowledge of industry sectors will be deepened.”