Marketing Sciences, ICM Direct Names Go in Restructure

In the UK, marcoms network the Unlimited Group has combined four of its existing insight businesses to form Walnut Unlimited, which it describes as a 'human understanding' agency.

From tomorrow, full service agency ICM Unlimited, fieldwork business ICM Direct, product development and sensory research specialist Marketing Sciences Unlimited, and consumer neuroscience consultancy Walnut Unlimited will form a single research offer under the Walnut Unlimited brand. This combined offer will include neuroscience, behavioural psychology and behavioural economics across areas such as retail and customer experience/engagement, technology, financial, FMCG, brand and communications/media.

Walnut Unlimited will have bases in London and Winchester and will be led by existing Insight MD Jane Rudling (pictured), with support from current Board Directors of Marketing Sciences and ICM - Ian Ralph, Laura Ablett, Steve Oborn, Danni Findlay and Andy Myers. Walnut founder Cristina de Balanzo will lead the development of the new company's neuroscience offer. According to a statement, Walnut Unlimited will work closely with the other businesses in the group and put insight at the heart of every agency.

ICM Unlimited's public sector and social research team will retain the ICM Unlimited brand.

Tim Bonnet, President of Unlimited Group (known as Creston, prior to its £75.8m acquisition by DBAY Investors a year ago), comments: 'The Unlimited Group is further cementing its place as the home of experts in the impact of art and science, and continuing to make it easier for clients to access its market leading disciplines. The creation of Walnut Unlimited, which follows the establishment of our CRM giant Prophecy Unlimited earlier in the year, is another key milestone in this process'.

Nine days ago, former ICM Unlimited MD Andy Wiseman resigned from the company.

Web sites: www.unlimitedgroup.com and www.walnutunlimited.com/web .