WPP’s research division Henley Centre Headlight Vision is aiming to merge with US consumer trends and lifestyle research business Yankelovich Holdings.
The merged companies should be able to offer clients ‘consumer trends research and consultancy services on a truly global basis,’ according to Sian Davies, currently chief executive of Henley Centre Headlight Vision.
The fast growth of economies such as Brazil and India has led to shifts in consumer attitudes and lifestyle, driving demands for global research.
When combined the firms will have a staff of about 145 researchers and consultants, based in North Carolina, New York, London, Delhi and Mumbai.
A press statement says the merger will become effective on the ‘satisfaction of certain conditions’.