The local offices of Ipsos

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The Association of Market and Public Opinion Researchers calculated that the volume of the entire domestic market for marketing research in 2010 was $320 million (around €241 million). That is, Ipsos' share of the Russian market exceeds 7%, and Synovate and Komkon combined account for 10%. Together, they will account for up to 17%. For comparison, the market leader, the TNS Russia group specializing in media measurements, occupies at least 16%, according to expert estimates, and the local office of Nielsen, the chief auditor of retail trade, occupies at least 12.5%.

and Synovate overlap greatly both in terms of the services italy cell phone number list they provide, primarily so-called quantitative research (surveys, hall tests, tracking), and in terms of clients, primarily manufacturers of consumer goods, notes Oleg Dembo, CEO of O+K.

The director of the Russian office of Ipsos, Dmitry Shulgin, and a representative of the headquarters were unable to clarify yesterday how the integration of the two networks would take place at the local level.

Synovate Comcon CEO Elena Koneva clarified that now all obligations of Synovate headquarters to minority shareholders, that is, to her and Oleg Feldman, are transferred to Ipsos. The British have an option to increase their share to 100% in 2015. Now, according to Ms. Koneva, "intensive" negotiations will begin with the local Ipsos office on how to separate the clients of the two now related companies. Business merger without the consent of the co-owners of Synovate Comcon is impossible, she insists.

After the sale of Synovate, Aegis will only have Aegis Media, which runs the global media agencies Carat and Vizeum. WPP is considered a contender to buy them. WPP CEO Martin Sorrell said in June that such a deal was possible, although it would be difficult to get through regulators.