Aegis in talks with Ipsos to sell Synovate

Advertising group Aegis is in talks to sell its market research business Synovate to French research firm Ipsos.

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The UK media buying group, which owns agencies Carat, Glue Isobar, iProspect and Vizeum, has officially revealed it is to sell Synovate following months of speculation.

A statement reads: “In response to recent speculation, the board of Aegis Group confirms it’s in discussions with Ipsos in relation to a potential transaction regarding its market research business Synovate. There can be no certainty that any agreement will be reached.”

Agency groups including Publicis Groupe and WPP have previously shown interest in acquiring Synovate, with WPP opting to buy research group TNS for $1bn in 2008 instead.

In May, Aegis Media revealed a 10.1% rise in revenue during the first quarter of 2011, with Synovate reporting a 7.3% rise. First-quarter results were bolstered by the acquisition of Australian marketing communications group Mitchell’s last December.

Last month, it appointed Mitchell’s digital head John Murray to the role of president of its Digital Action Group, reporting to Mark Cranmer, Aegis Media global executive director and CEO of Group Isobar’s Digital Network.

This story first appeared on New Media Age. For more digital stories and analysis’ from NMA click here now

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