Restructure and Co-location for Fiftyfive5

Australian consultancies Fiftyfive5 and GalKal, which merged a year ago, are to integrate under the Fiftyfive5 name, and co-locate Sydney staff in a newly extended office.

The firms announced last November that they were merging to create the country's 'largest independent consumer insights company', following an investment by private equity firm Mercury Capital. The Sydney teams will co-locate in the newly extended Fiftyfive5 Bay Street premises from next month, and Fiftyfive5 partners Karen Phillips, Mark Sundquist, Darren Kemp and Brent Wallace will all remain in their leadership positions within the new organizational structure.

The new business has a new brand identity which it says 'leverages the distinctive assets of both brands - the Fiftyfive5 name - and the principles that lie behind it - and the boldness and creativity of the GalKal identity'.

Mark Sundquist, Managing Partner at Fiftyfive5 comments: 'Finally being in the same offices, in all 4 of our geographies and under the one identity is the green light to truly realise the benefits that result from the combined business. For our clients, this means access to enhanced capability, broader geographic reach and deeper, more specialised expertise. And, for our team, the opportunity to progress, to work across a wider range of categories, projects and geographies'.

The business, which earlier this month hired long-time Colmar Brunton exec Corey Fisher as Director, Social & Community, is online at www.fiftyfive5.com .