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Posted by Tamara Barber on February 7, 2011
After months of speculation, Omnicom Group officially announced today that it acquired Communispace. This announcement came on the heels of Omnicom’s Friday announcement of the acquisition of The Modellers, a research firm specializing in advanced analytics and predictive modeling. Acquired through the firm's Diversified Agency Services (DAS) group, these two companies will sit among the likes of other niche market research firms such as M/A/R/C Research and Hall & Partners brand and communication research. This announcement is significant because in the context of the MR industry it:
The big question that remains is: How well will Communispace — and The Modellers for that matter — integrate into other Omnicom businesses? Typically this kind of integration within such a large organization is a difficult path to navigate. Expect these services to remain separate for the short term, likely with some ad-hoc integration as the need arises. However, in the long term, formal integration of the community model across other business lines at Omnicom — rather than continued organic growth through new clients and new talent acquisition — will be the most profitable path to growth.
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