UK-headquartered marketing services group Aegis has bought up Scandinavian market research network Univero in a £10 million ($17.7m; €14.7m) deal.

Aegis, currently under intense scrutiny due to the acquisition of 25% of its shares by Havas agency group chairman Vincent Bolloré, will incorporate Univero into its Synovate research unit.

Norway, Denmark and Sweden represent Europe's fifth largest research market, with annual spend of around £282m.

Says Aegis ceo Robert Lerwill: "Entering the Scandinavian research market has been a priority for Synovate; we are now doing so as a major player. Univero is an attractive business in its own right, with a good presence and a blue-chip client list, both domestic and international."

Univero's businesses specialise in fmcg, food and drink, public sector, communications, media, youth and retail research.

Data sourced from Media Week (UK); additional content by WARC staff