NEWS15 October 2019

Populus acquires Decidedly as Crump departs

M&A News People UK

UK – Insight-based innovation agency Decidedly has been bought by Populus for an undisclosed amount.

Catherine Crump crop

Decidedly’s CEO Catherine Crump (pictured) will be stepping down and Tom Wormald, its director of strategy and insight, will become managing director. Wormald joined Decidedly in April this year.

Wormald said: “We are delighted to be joining the Populus Group. This move will allow us to continue focusing on the strategic insight and innovation projects and the disruptive thinking our clients value us for, working alongside our new colleagues and drawing on their skills and resources. I would like to take this opportunity to personally thank Catherine for her unbelievable achievements as CEO at Decidedly, and for handing over a business so well placed to grow and further develop its offer to clients.”

Decidedly was originally known as Freshminds and was rebranded in September last year. It will continue to operate under the Decidedly brand.

Michael Simmonds, Populus Group’s chief executive, said: “Decidedly’s focus on innovation and technology is a perfect fit for Populus Group. We have been very impressed by the Decidedly team’s clear focus on research as a way of helping businesses identify and realise new opportunities. It takes a strongly consultative approach, working closely with clients through an end-to-end process to draw clear insights from research.”

“Acquiring Decidedly is another step in our plan to ensure that Populus is well positioned for the future. Now we are moving on to look at how we structure ourselves to ensure that we are able to bring the full range of skills within the Group – from Populus Data Solutions, Populus, BrandCap and now Decidedly – to help our clients make better decisions.”