Luntz Research Sold to Omnicom

Dr Frank Luntz, US political pollster and communications expert, has sold his MR and strategic consulting firm to the Omnicom Group. The new company will be called Luntz, Maslansky Strategic Research and will focus on language development, brand positioning, and crisis communications for both public affairs and corporate clients.

The new name reflects the input of new President Micael Maslansky, formerly MD of Luntz Resarch. Dr Luntz, who made his reputation helping to elect Rudy Giuliani Mayor of New York City in 1993, will remain as Chairman and CEO.

Luntz is known for helping to change political language in the US. For example, following research, the estate tax became the death tax, school vouchers became opportunity scholarships, and drilling for oil became exploring for energy. Research from Luntz was also responsible for the oft-quoted survey finding that more young people in the US believe in the existence of UFOs than that Social Security will exist by the time they retire. Over the past decade, the company has moved from solely political polling into corporate research and strategic communication, providing communications guidance for clients in industries from pharmaceuticals to telecoms, retail and entertainment.

Commenting on the company's new direction under Omnicom, Luntz said: 'There are dozens of polling companies out there, and many of them do a good job. But there is no company that specialises in language. That's a huge niche that we have already begun to fill. What McKinsey is to management consulting we will be for language and messaging.'

Omnicom CEO John Wren said he was 'extremely pleased' with the acquisition. 'Frank's company was built on the principle that the best messages and the most effective communications are those that use the language of the audience - not the language of the client. That approach served Frank well in politics and we think it will work even better helping corporate clients re-position their brands or address an ongoing crisis.'

Luntz Research is online at www.Luntz.com. The Omnicom Group is at www.omnicomgroup.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.