Consumer MR Firm Sparkler Sold to PA Consulting Group

London-based consumer insight and brand strategy specialist Sparkler has been sold to change management consultancy PA Consulting Group (PA) for an undisclosed sum.

Founded in 2001, Sparkler has more than 60 employees offering expertise in consumer research, including digital communities, to understand how consumers think and behave in the digital world. Last year, it won the Market Research Society's award for Best Agency with a turnover under £20m.

PA says Sparkler's expertise complements its own innovation, digital and strategy offering, adding that the combination will help clients to understand and respond to shifts in their customer and competitive landscapes. Sparkler's founding partners, John Robson and Magnus Willis, add: 'Sparkler has seen excellent growth over the past three years as demand for digital insight and strategy has increased. Becoming part of PA enables us to continue on this upward trajectory. Understanding the human side of the digital world is essential to all businesses and we will now be able to bring our expertise to more clients, in more markets, more swiftly'.

Web sites: www.paconsulting.com and www.sparkler.co.uk .