Omnicom to Acquire Market Research Firm
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Omnicom Group Inc., the world’s biggest advertising and communications holding company, agreed to buy MARC Inc., a market research company, for about $100 million in cash, in a deal that would boost its nonadvertising activities.
Omnicom, which owns TBWA Worldwide, BBDO Worldwide and DDB Worldwide advertising companies, would pay $20 for each MARC share, 42% more than the Irving, Texas-based company’s closing price Thursday of $14.13.
On Friday, MARC shares soared $5.56, or 39%, to close at $19.69 on Nasdaq, and Omnicom shares fell $1.06 to close at $78.13 on the NYSE.
MARC is one of the largest marketing intelligence firms in North America and operates in two core businesses: MARC Research provides research for measuring and building the value of a brand; Targetbase is an agency for managing customer relations.
Omnicom said the boards of MARC and Omnicom have approved the acquisition. Holders of 20.5% of MARC’s shares have agreed to tender their shares to Omnicom, it said.
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