NEWS4 February 2011

Omnicom buys The Modellers to meet analytics demands

M&A North America

US— The Modellers, a marketing research agency specialising in predictive modelling and advanced analytics, has been sold to Omnicom’s Diversified Agency Services (DAS) division.

The company, based in Salt Lake City, Utah, has been running since 1995, established by Jeff Brazell, who remains chief executive of the business, supported by president Mark Wirthlin, formerly of Wirthlin Worldwide and Harris Interactive.

Acquisition terms have not been disclosed. Explaining the deal’s rationale, DAS chairman and CEO Thomas Harrison said: “The need in the marketplace for the kinds of insights that can only come from the smart application of advanced analytics is growing.”

Other research firms within the DAS division include Flamingo, Hall & Partners and MARC Research.