Effective January 1 2003, London-headquartered Aegis Group is to rebrand Aegis Research, its global network of research companies, as Synovate.

And although a rose by any other name would smell as sweet, “Synovate communicates the fact that we are now one company with a common identity and unified vision,” says Aegis Research ceo Adrian Chedore, who will assume the same position at Synovate.

Chedore explains the reasons underlying the change. “Aegis owned a loose grouping of companies with senior people from the major acquisitions forming a board. As we acquired more, it was clear that wasn't going to work. We needed to formalize a structure.”

The restructure was duly accomplished last year with Chedore in the driving seat. The renaming of the rose as Synovate is an attempt to further cement that consolidation.

Stateside, Synovate encompasses such established research specialists as Market Facts, BAIGlobal, Strategy Research, Tandem Research Associates and Motoresearch of Troy, Michigan. Over the next six months, all will gradually adopt the new brand.

Aegis Group is also the holding company for global media buying/planning network Carat.

Data sourced from: AdAge.com; additional content by WARC staff