NEWS2 July 2008

Synovate expands across Africa with Steadman buy

Acquisition of Africa’s largest independent agency extends Synovate’s coverage

KENYA— Synovate has bought Africa’s Steadman Group, in an acquisition that it claims makes it the largest research group on the continent.

Nairobi-based Steadman, the largest independent research agency in Africa, specialises in custom research and media monitoring. Albert McLean, Synovate’s CEO for Africa, said that Steadman’s strength in central African countries fills the gaps in Synovate’s existing coverage, which was largely in the southern and northern states.

He told Research: “In the past we had to find suppliers in those countries, and Steadman was one of them. That’s why we were interested in them, because we were working with them more and more. Now they’re completing the picture for us. Now we have a fantastic footprint in 11 countries in Africa, and we’re expanding that.”

McLean said that solutions from Synovate’s South African operation will be taken up by Steadman to enhance its offer, while elements of Steadman’s media research offering will be brought south.

“Their solutions have been tailor-made for Africa – they work,” said McLean. “You’re not bringing first-world solutions and trying to apply them to a developing market. It’s local knowledge, they know how to deal with many dialects, they know what works.”

The Steadman buy adds Kenya, Uganda, Tanzania, Zambia, Ghana and Mozambique to Synovate’s portfolio of offices in South Africa, Egypt, Morocco, Algeria and Ivory Coast.

McLean said Synovate would be looking to profit from growth in Africa’s FMCG and telecoms sectors, which is being boosted by investment from India and China, as well as continuing its geographical expansion across the continent.

Author: Robert Bain

Related links:

Kenya’s Steadman Group goes back to high school

Synovate posts organic growth of 9.3%

Steadman scoops Kenyan audience research contract

Synovate expands into South Africa


1 Comment

14 years ago

this a very encouraging step forward and look further to patnering with your organisation .the promotion of the research from high school will go along way to enlighten kenyans on the importance of research .in this view i would like to have your physical adress to anable me pay a visit for indepth discussion .

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