Research International, a wholly owned subsidiary of WPP Group, has acquired Sweden’s Sifo Research & Consulting – the largest media and market research agency in Scandinavia.

SR&C, previously a subsidiary of Stockholm-based Sifo Group, has annual operating revenues of $48 million and a staff of 375. The market leader in Sweden, it also boasts substantial operations in Norway and Denmark.

Sifo Group, which has agreed to change its name as a condition of the sale, will now focus on media and market monitoring activities via its Observer Media Intelligence business. It will also explore with WPP other strategic opportunities in Scandinavia and Europe.

SR&C is currently active in six business sectors: brand and communications management, market strategy development and market planning, media analysis and public opinion polling.

News source: Advertising Age - International Daily