WPP's pursuit of TNS ends with $1.93B buy

Share this content:

Media holding company WPP Group PLC has acquired British market research firm Taylor Nelson Sofres (TNS) for $1.93 bil­lion after a months-long pursuit.

For the past six months, TNS fought to avoid a takeover, but appeared to have changed its mind last week, when it began urging shareholders to accept a WPP deal. In the end, WPP was able to secure support for the deal from 82% of investors and has declared its offer unconditional.

The deal for TNS will enable WPP to offer more sophisticated services to clients that help them measure the effectiveness of their advertising efforts.

“We are delighted to be a step closer to welcoming such a fine company with strong people, clients and brands that will enhance our client offering,” said Martin Sorrell, CEO of WPP, in a statement.

Several market research-related deals in recent months reflect the growing importance of analytics to the marketing process.

In April, The Nielsen Com­pany agreed to acquire IAG Research, and Forrester Research Inc. acquired competitor Jupiter­Research LLC for $23 million in July.

Loading links....

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here