IPSOS aims for Bt570 m revenue

Managing director Jerome Hervio said yesterday that the deal was reached by France-based Ipsos to acquire 100 per cent of Aegis Group’s market-research business Synovate, excluding Aztec. This acquisition makes Ipsos the third-largest global market-research company.
The company also believes that the integration with Synovate will enhance the group’s capabilities on a global basis. Benefits would come from global negotiations with suppliers, pooling of production centres and insourcing, consolidation of online panels, communication, information technology and other organisational and operational efficiencies achievable over a larger revenue base.
In Thailand, the merger will take effect next month.
Hervio added that under this deal, the company aimed to be first or second in the Kingdom in terms of revenue. Last year its turnover was Bt225 million, up by 24 per cent year on year, while Synovate achieved its target at Bt314 million.
Meanwhile, the company is forecast to enjoy 15-per-cent growth this year, much higher than the average annual growth of the research market at 3 per cent.
Currently Ipsos (Thailand) provides corporate clients advertising, marketing and loyalty research.
Dao Napasab, a research director, said there was more room for marketing research to grow, especially advertising research, because most clients focused on spending their money on advertising itself, not advertising research.
According to Esomar world research, advertising expenditure in the country is expected to be about Bt93.5 billion this year. Of that, Bt4.05 billion represents marketing research in which advertising research was included.
Hervio said advertising research could help clients develop their ideas before going on air with their adverts to improve return on investment.