JV for GfK MRI and Simmons Research

In the US, consumer insights specialists GfK MRI and Simmons Research have formed a joint venture called MRI-Simmons, jointly owned by respective parent companies GfK and SymphonyAI Group, with GfK as the majority partner.

For the past twenty of its 40 years in business, MRI's national study and reporting services have been accredited by the Media Rating Council (MRC); while Simmons has provided its National Consumer Survey to help brands, agencies, and media companies engage with consumers for more than 60 years. Through the newly formed JV, the pair will combine their expertise in consumer insights, media profiling and trends analysis, with one business promising to meet all clients' media insight needs.

Anna Welch (pictured), current MD of MRI, will lead MRI-Simmons, while Mike Drankwalter will lead sales. Gregg Lindner, President of GfK North America and Chairman of the new joint venture, says it will provide the necessary talent and ability to focus more on resources for different product areas - from enhancing and expanding current products to building new ones even faster.

John Ouren, Simmons Chairman and Board member of the new JV, adds: 'MRI and Simmons together provide a scale not possible when operating as separate businesses. As a result, all our clients will have access to better technology and a more comprehensive range of solutions for faster and smarter decision-making with even more robust data and services'.

Web sites: www.mri.gfk.com and www.simmonsresearch.com .