Next Fifteen Communications Group has acquired London-based brand market research firm Morar.
The nine-year-old company uses technology to "map" and measure brands and their values. Founders Roger Perowne and Alistair Cunningham will remain on board under Next Fifteen.
"Morar's approach of combining high level consulting and technology fits with our digital strategy and extends our commitment to the insight and analytics area of marketing," said NF CEO Tim Dyson.
Morar clients include Land Securities, Dell, Sky and Pearson.
NF has taken a 75% stake in Morar with an initial $2.1M in cash and additional payment expected to be around $750K in February depending on Morar's performance through the end of January. NF will acquire the remaining 25% in 2020 if Morar meets targets.
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