Millward Brown Buys Analytics Quotient

Millward Brown has agreed to acquire the business operations of marketing analytics company Analytics Quotient (AQ), which employs around 400 people and offers both data visualization tools and custom analytics solutions.

AQ, which will become part of Millward Brown Analytics, was founded in Bangalore, India in 2008 and also has offices in London and in three US cities. Unaudited revenues for the full year 2015 were c.$US 12.3m.

AQ CEO and company co-founder Pritha Choudhuri said of the deal: 'We are delighted to join Millward Brown and Kantar and bring our data-backed storytelling approach to clients across the group'. Travyn Rhall (pictured), Global CEO of Millward Brown says the two firms have already collaborated on client work, and comments: 'Our clients are continually looking for ways to turn data into brand and consumer insights that deliver a competitive advantage. AQ has developed a unique storytelling approach that connects data from across sources and combines it with industry knowledge, analytics and data visualization to answer business questions'.

WPP says the acquisition continues its strategy of 'investing in important markets and sectors and strengthening its capabilities in digital and data investment management businesses'.

Web site: www.millwardbrown.com .