Information services giants NielsenIQ and GfK have reached an agreement through which they will merge to create “new capabilities in the consumer and retail measurement industry”.
The combination will bring together complementary data and analytics assets that provide a view of shopper spending through a total store read. This enables clients to anticipate trends and react faster to consumer needs and expectations.
The terms of the agreement were not disclosed.
GfK’s focus on technology and durables across 67 countries, combined with NielsenIQ’s position in the measurement of fast-moving consumer goods in 90 countries, is expected to allow for expansion within traditional client industries as well as new market segments.
“Over the past year, NielsenIQ has been investing both organically and inorganically in the most comprehensive coverage, advanced technologies and predictive analytics to enable our clients to have a complete understanding of their consumers,” said Jim Peck, Executive Chairman and Chief Executive Officer of NielsenIQ.
“Combining our market-leading capabilities will allow us to further accelerate innovation that best serves our expanded client base and deliver significant value for all our stakeholders. Together with GfK, we have the opportunity to influence the future of global retail and consumer measurement – one that is fast, nimble and connected.”
Lars Nordmark, Interim Chief Executive and CFO of GfK, added: “The combination with NielsenIQ will enable us to empower our customers to make smarter decisions across their organisations at a truly global scale and accelerate our journey into the next chapter of innovation. This will allow us to tap into significant new growth opportunities.”
The transaction will see private equity firm Advent become the majority shareholder of the combined company. Advent acquired NielsenIQ in a transaction that closed last year.
“We see tremendous potential to build on the two companies’ strong brands and cutting-edge platforms,” said Chris Egan, Managing Partner at Advent.
“Given the capabilities and resources of the soon-to-be combined entity, we are confident in our ability to build a truly global leader in consumer and retail data. Drawing on our global footprint and operational strength, we aim to further scale the business and advance its position across established and emerging markets.”
NAM Implications:
- A sign of the post-Lockdown consolidation times…
- Key will be how this new combination optimises Retail Media.
- The participation of PE will ensure a focus on available synergies…
- Watch this space!
