Re­searcher also part­ners with UAE agency Garage 366.

Campaign Middle East - - FRONT PAGE - By Austyn Al­li­son

Re­search firm Ip­sos is to ex­pand its me­dia mon­i­tor­ing ac­tiv­i­ties into Iran next year af­ter ac­quir­ing Tehran-based mar­ket re­search com­pany IPC.

The move will see IPC re­branded as Ip­sos and mon­i­tor­ing of Ira­nian TV ad­ver­tis­ing is ex­pected to start by the sec­ond quar­ter of 2017.

The Paris-head­quar­tered com­pany has al­ready been car­ry­ing out con­sumer re­search in Iran and had in­tended to launch this year, but was held up while the mea­sur­ing in­fra­struc­ture was im­ple­mented.

Elie Aoun ( pic­tured, right), re­gional CEO of the me­dia mea­sure­ment arm Ip­sos Con­nect, said: “[Iran] is go­ing to be a big mar­ket, of course; it is grow­ing ex­po­nen­tially. But the is­sue now is that the mar­ket is still closed so we don’t have a lot of clar­ity about this.”

The Iran ex­pan­sion fol­lows Ip­sos’ re­cent move into African mar­kets in­clud­ing Nige­ria.

Ip­sos has also an­nounced a part­ner­ship with UAE com­mu­ni­ca­tions agency Garage 366. The agency will pro­vide brand­ing so­lu­tions and cre­ative strate­gies, in re­turn for mar­ket and con­sumer in­sights.

Ah­mad Sabra (pic­tured, left), man­ag­ing di­rec­tor of Garage 366, said: “Our part­ner­ship with Ip­sos in MENA will help for­tify our mis­sion and com­mit­ment to keep­ing our clients and part­ners bet­ter in­formed.”

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