Synovate to Be Led By CEO Adrian Chedore

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NEW YORK ( -- Aegis Group, parent of media agency Carat, has renamed its network of consolidated research companies around the world as Synovate. The new name and logo, which becomes effective Jan. 1, 2003, was revealed today, timed to coincide with an annual meeting of the Aegis board here.

The research unit, currently known as Aegis Research, is led by CEO Adrian Chedore, who will become global CEO of Synovate. Mr. Chedore was a partner and CEO at Asia Market Intelligence, Hong Kong, a research firm that was acquired by Aegis. Last year, Aegis Research reported revenues of $287 million, which is 35% of Aegis Group revenues.

Formalized structure
"Aegis owned a loose-ish grouping of companies with senior people from the major acquisitions forming a board," Mr. Chedore said. "As we acquired more, it was clear that wasn't going to work. We needed to formalize a structure."

The company formalized the structure last year with Mr. Chedore at the helm. The name change to Synovate is an attempt to futher solidify that network consolidation and give it a brand name.

"Synovate communicates the fact that we are one now one company," Mr. Chedore said, "with a common identity and unified vision."

Transition to new names
Mr. Chedore said the individual companies making up Aegis Research over the next six months will begin dropping their original names while gradually adopting the new brand.

In the U.S., Aegis Research companies include Chicago-based Market Facts; BAIGlobal, Tarrytown, N.Y.; Strategy Research Corp., Miami; Tandem Research Associates, Mahwah, N.J.; Motoresearch, Troy, Mich., among others.

Aegis Research's most recent acquisition was INNER Strategic Research S.A., which is based in Madrid.

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