Aegis in £500m talks over sale of market research division Synovate

Marketing group Aegis has confirmed it is in talks to sell its market research arm, Synovate, to rival Ipsos, amid reports that the deal could fetch up to £500m. Synovate, which has offices in 64 countries and employs 5,900 staff, has also attracted interest from several other potential buyers, according to media reports, although the business is not officially up for sale.

It is understood that the French group, Ipsos, which also owns the Ipsos Mori polling company, only expressed an interest in Synovate in recent days and that talks are at an early stage.

Aegis said that there was no certainty a deal would be reached.

The companies have held preliminary talks in the past week and both sides have appointed advisers as they prepare for formal negotiations, it has been reported.

Other companies also likely to be considering a bid include market research company Gfk and Nielsen.

Advertising firms Publicis and WPP both tried – but failed – to buy Aegis outright six years and they could also show an interest now.

Aegis is one of the world’s leading marketing communications and market research groups. Aegis Media is made up of names such as Carat, Vizeum, and iProspect.