Reports that Communispace was looking for a buyer first surfaced in mid-December, and Omnicom was named as a potential suitor alongside various venture capitalists, tech firms and marketing agency holding companies.

Communispace boss Diane Hessan (pictured) dismissed the reports at the time, and a $100m valuation, as “rumours”.

Hessan will stay on with the firm and continue to serve as president and chief executive officer post-acquisition. She said: “We are honoured to be joining Omnicom Group – one of the most successful global marketing and communications services providers in the world. Our clients are experiencing the power of having the pulse of the consumer at their fingertips – and Omnicom’s vast capabilities and global reach will be instrumental in our future success”

DAS CEO Thomas Harrison said: “There is no doubt today that deep, real-time consumer insight is critical, and the company’s breakthrough approach, using leading-edge technologies and service capabilities, have made Communispace the dominant player in its space and an extremely valuable and proactive resource to its clients.”

The Communispace deal follows DAS’s purchase of predictive modelling and advanced analytics firm The Modellers last week. Other research companies in the Omnicom group include Flamingo, Hall & Partners and MARC Research.