Magazine article Marketing

Interpublic Shop Adds HPI to Ranks

Magazine article Marketing

Interpublic Shop Adds HPI to Ranks

Article excerpt

DraftWorldwide, the integrated marketing agency owned by Interpublic, has acquired market research company HPI.

HPI, with a turnover of [pounds]6.1m, is the 20th-largest market research company in the UK, based on figures from last year's Marketing League Table. The move marks Interpublic's first move into buying a UK market research agency.

Of the large agency groups, WPP is strongest in market research and owns four of the top 20 UK market research companies. Last year, Omnicom signalled its intention to increase its, stake in market research through its Diversified Agency Services division, but it does not own any of the top 20 UK companies.

DraftWorldwide made the acquisition in an attempt to blend direct marketing and market research to provide more measurable marketing programmes with individual-level targeting.

It hopes to capitalise on developments in research, including advances in internet and other interactive services.

London-based HPI is a global research consultancy incorporating qualitative and quantitative research, as well as specialist expertise in advertising assessment and tracking. Its clients include Nokia, General Motors and Sony. …

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