Stagwell GroupMark Penn's Stagwell Group has inked a deal to acquire Nielsen's National Research Group, the movie marketing research unit relied upon by Hollywood.

Fresh of its acquisition of SKDKnickerbocker last month, Stagwell adds NRG and its 100 staffers in Los Angeles and London.

Penn noted NRG has been a global leader in Hollywood market research, adding Stagwell sees product innovation as a key ingredient for success in the entertainment marketing space.

NRG had been on the block for months. Stagwell said Howard Ballon is being installed as CEO.