MILLWARD BROWN, GOLDFARB CONSULTANTS TO MERGE
By Adnews Staff
Market research firms Goldfarb Consultants and Millward Brown are to be merged into one company. Both firms are subsidiaries of The Kantar Group, which is the information and consultancy unit of WPP Group. In Canada the merged company, called Millward Brown Goldfarb, will operate at Goldfarb's current Toronto location. The move will take place sometime this summer. Approximately 17 jobs will be cut in the merger, leaving Millward Brown Goldfarb with a staff of approximately 400 full- and part-time employees. "There is little duplication in each company's research services but there are tremendous opportunities to leverage their combined skills to create new products and services for Canadian marketers," said Eileen Campbell, president and CEO of Millward Brown North America. Millward Brown operates 61 offices in 33 countries. Goldfarb's collection of market research facilities, The Focus Network, will remain an independent operating unit that will report through the merged company.