The joint venture, due to launch in September, will be called Work with Ipsos.

The companies believe that the venture “marries the very best of the two company’s credentials”, providing both tailor-made and off-the-shelf qual products.

Ipsos MediaCT managing director Liz Landy (pictured) told Research that the firm wanted to work with a “more boutique” style agency to reach clients who might not normally use a large company like Ipsos.

She said that all the products offered through the joint venture would be the result of “collaborative brainstorming” between the two companies, with neither party taking a dominant role.

Work Research managing partner Justin Gibbons told Research that his firm wanted to “catapult ourselves into the middle of the action by getting into bed with Ipsos”.

He said that the tie up with the larger agency would help ensure that Work Research gets the chance to be involved in some “serious action” within the media sector.

Gibbons stressed that the partnership was a “meeting of equals”, with his firm contributing qualitative expertise. He said that he will be spending less than half his time on Work with Ipsos, and that Work will keep its identity and independence and continue to work with its own clients away from the partnership.