Leger Buys Performance Measurement Specialist Ressac

Canadian polling, MR and strategy provider Leger has acquired digital activation and performance measurement agency Ressac, which specializes in media strategy and branded content activation. Terms of the deal have not been disclosed.

Montreal-based Ressac offers a range of research-related capabilities which include multivariate testing, audience management, market analysis, and business model strategy. The firm also provides analytics planning, dashboarding, and KPI and OKR tracking services, and it is a Google Analytics Certified Partner.

According to Leger, the acquisition will allow it to offer its clients a service extending from market research to the execution of digital campaigns. The firms' combined expertise will enable them to create more custom digital campaigns through customer segmentation and by optimizing advertising messages, with performance metrics before, during and after campaigns to help clients reach the right audience, at the right time, with the right message.

As part of the deal, Ressac will maintain its identity and current team, with Pablo Stevenson (pictured) remaining President and Partner of Ressac, and Jean-François Lessard continuing to serve as its Chief Operating Officer and becoming a Partner. Jean-Marc Léger, President, Leger, comments: 'Over time, we have developed unique research performance metrics. Our ambition now is to revolutionize the digital marketplace by optimizing campaign performance on an ongoing basis. This is an exceptional marriage between market research and digital performance that will benefit all our North American clients.'

Web sites: www.leger360.com and www.ressac.com .