MB Precis Merged into Kantar Media

Kantar Media has merged its media measurement and evaluation agency Millward Brown Precis Europe/UK into its Intelligence Sector. The merger will be effective 1 May 2010.

Kantar Media and Millward Brown Precis both provide media measurement, competitor benchmarking, analysis and evaluation services, which enable PR agencies and brands to assess how effectively messages impact their target audiences.

The combined business will be led by Madeleine Kernot, Managing Director of Kantar Media Intelligence UK. Additionally, Richard Ingles has been appointed interim Head of Precis, working alongside Philip Lynch, Director of Media Evaluation at Kantar Media, to bring the businesses together.

Jean-Michel Portail, CEO of Kantar Media Intelligence Europe, says that the merger will strengthen his firm's 'leadership position' in Europe for media monitoring and analysis services.

'Bringing together Millward Brown Precis in Europe and the US with Kantar Media is the latest step towards integrating our powerful media intelligence capabilities,' Portail adds. 'We are committed to offering our clients a full range of expertise: media evaluation and monitoring, single-source media studies, multimedia platform analysis, including social media.'

Millward Brown will continue to represent Precis in Australia.

Web sites : www.kantarmedia.com and www.mbprecis.com .