Nielsen and GFK Unite: Two Global Leaders Announce Final Merger Agreement

Two global leaders in information services, companies Nielsen and GFK, announced at the end of last week that a final merger agreement has been reached, creating new opportunities for clients, according to a press release.

This combination is expected to merge complementary data and analytical tools to provide a comprehensive overview of consumer spending through a complete retail reading, enabling clients to anticipate trends and respond more quickly to consumer needs and expectations, all powered by modern cloud technology, although detailed terms of the agreement have not been disclosed.

GFK holds a leading position in technology and durable goods in 67 countries, and combined with Nielsen’s leading position in measuring consumer goods in 90 countries, as stated in the release, will allow for expansion within traditional industries of client companies as well as new market segments.

By merging the companies, the talent base for technology and business worldwide will also be combined, allowing new products to reach the market much faster, and both companies believe in the strategic value of this merger.

– Combining our leading market capabilities will allow us to further accelerate innovations that best serve our expanded client base and deliver significant value to all our stakeholders. Together with GFK, we have the opportunity to influence the future of global retail and consumer measurement, said Jim Peck, CEO of NielsenIQ.

By combining Nielsen’s Connect platform and measurement technologies with GFK’s recently launched platform gfknewron, the company will become a true analytical leader, and this merger was also commented on by Lars Nordmark, CFO of the German company.

– GFK has successfully led digital transformation to profitable and sustainable growth in recent years. Joining forces with Nielsen is now a logical next step for us and will support the next phase of our company’s development, said Nordmark.

After the merger, the joint owner will be the giant Advent International, which acquired Nielsen last year.

– We see enormous potential for upgrading strong brands and cutting-edge platforms of the two companies, said Chris Egan from Advent, emphasizing that their goal is to further expand the business and enhance their position in established and developing markets.

The majority shareholder of GFK prior to this merger was the international research institute NIM, which will remain one of the key shareholders of the new combined company.

– GFK and Nielsen are two top players in market research, with nearly 200 years of combined experience. We see the combination of their complementary strengths as a unique opportunity to create new exciting business opportunities for both sides, said Manfred Scheske, president of NIM.