WARWICK, UK: Millward Brown has acquired Sadek Wynberg Research, one of the UK's most innovative and best respected qualitative research agencies to create one of the UK's largest qualitative offerings. Millward Brown, one of the world's top 10 market research organisations, is part of The Kantar Group, the information, insight and consultancy arm of WPP.

A press release states that the acquisition will result in the merger of Millward Brown UK's Qualitative Unit with Sadek Wynberg to form a qualitative practice known as Sadek Wynberg Millward Brown.

The new operation will be headed jointly by Rebecca Wynberg and Nadim Sadek, with Nadim being appointed to Millward Brown's global Qualitative Board, and Rebecca taking up a position on Millward Brown UK's management committee.

Sadek Wynberg's current Queensway offices will be used as the new practice's London base, while Millward Brown's Warwick office will continue to be home to a large qualitative team.

Commenting on the merger, Millward Brown UK joint MD and Millward Brown main board director Sue Gardiner was quoted as saying : "This is the most exciting development at Millward Brown UK for a very long time. This is about bringing together the very best from both operations and heralds a fresh way of working with clients. What clients need today are real consumer insights and actionable data. Qualitative input to this is essential."

" It is Millward Brown's ambition to be the best qualitative network in the world. In the last few years we have acquired Ergo in Spain, MFR in France, Firefly in Thailand and Greenfield Consulting Group in the USA. Now, we are delighted to have such a prestigious addition as Sadek Wynberg to our network," Gardiner added.

Rebecca Wynberg was quoted as saying: "We are very excited at the prospect of working with Millward Brown, which has a fantastic reputation in brand and advertising research. We are looking forward to bringing together two really strong qualitative teams to continue to provide excellent work for clients."

Concluded Nadim Sadek: "Qualitative research is now so widely used by global brands that the opportunity to service clients in a truly integrated way was irresistible."

Millward Brown is an acknowledged leader in understanding and evaluating brand equity through the contribution of the total communications mix to that understanding. Through the use of an integrated suite of validated research techniques - both qualitative and quantitative - Millward Brown helps clients build strong brands and services capable of delivering profitable future revenue stream.

The company provides research-based consultancy on both traditional and e-brands, and for both local and multi-national clients. The organisation has 60 offices in 36 countries.