InSites Consulting Buys South Africa's Columinate

Global consumer agency InSites Consulting has acquired Johannesburg, South Africa-based researcher Columinate, for an undisclosed sum.

Columinate uses a range of digital methodologies to help clients understand and engage with their customers. A year ago, it launched an approach to measure a research participant's nonconscious attitudes and behaviour towards concepts, brands, services and products. InSites says South Africa is the continent's largest research market, representing 50% of all MR spend, and will give it a 'strong strategic position' there.

This is InSites' second acquisition, after Sydney-based Direction First less than a year ago, and the two new bases add to existing offices in Belgium, the Netherlands, the UK, the US, Germany and Romania. Last month, investment firm Mentha Capital acquired a majority stake in InSites.

Following the latest transaction, Columinate co-founder and CEO Henk Pretorius (pictured) will continue in his role of MD of the South African office, but will also join InSites as a Managing Partner. Kristof De Wulf, co-founder and CEO of InSites, comments: 'Today, we anchor our global presence across four continents and eight offices. With the intellectual capital, client network and digital technology which Columinate brings to the table, we will be able to better service the needs of and unlock more benefits for our global clients'.

Web sites: www.insites-consulting.com and www.columinate.com .