Omnicom swoops for research outfit

Omnicom has paid an estimated £15 million to acquire the specialist qualitative research company Flamingo International.

With offices in London, Singapore and San Francisco, Flamingo International specialises in qualitative research used to help companies develop their brand strategies. Its clients include PepsiCo, Unilever, Diageo and Levi Strauss & Co.

As a result of the deal, Flamingo International will be housed within Omnicom's Diversified Agency Services division. The Omnicom networks TBWA\Worldwide, BBDO and DDB will be able to use Flamingo to carry out research projects for clients.

Its sale to DAS will enable Flamingo International to expand globally, including realising its plans to open an office in Tokyo towards the end of the first quarter of 2007.

Anthony Wreford, the president and chief executive of DAS Europe, said: "Through our existing relationships with many of Flamingo International's clients, we have long been an admirer of its work and of the quality insights that it continues to bring to both joint and independent clients."

Flamingo International was founded in 1997 by Kirsty Fuller and Maggie Collier, who, along with the company's seven other board members, will continue to run the business.


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