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Kantar Acquisition in Portugal
Kantar Media Research has acquired a 40% stake in Portuguese based market research firm, Marktest Investimentos with the remaining 60% to be held by the current shareholders who will continue to be responsible for the group's management.
Marktest, based in Lisbon, has been in operation since 1980, employs 210 staff and reported revenues of Euro 10 million for 2002. In addition to market research, the group specialises in media audience management and advertising investment planning.
Kantar Media Research is part of the WPP empire and earlier in the year, WPP chief executive, Martin Sorrell, announced a shift in the group's business strategy by placing more emphasis on direct marketing and market research, claiming the change in focus would enable the group to offer its clients the level of accountability they demanded during the current difficult economic climate.
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