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Millward Brown buys Indian analytics firm

Millward Brown logoWPP ad research giant Millward Brown has acquired Indian marketing analytics firm Analytics Quotient for an undisclosed sum.

The business, which was founded in Bangalore in 2008, employs 400 staff and has offices in the UK and the US, will become part of Millward Brown’s analytics arm.

AQ’s unaudited revenues for the year-ended 31 December 2015 were approximately US$12.3 million with assets of US$9.5 million.

The deal comes soon after news emerged that Millward Brown’s holding company brand Kantar was merging a number of leadership functions to create a more integrated consumer insights offering from Millward Brown and TNS.

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