Online Exclusive: Holding Company News

OMNICOM BUYS INTO POLITICAL POLLING COMPANY

Acquires 70% of Luntz Research

By Published on .

WASHINGTON (AdAge.com) -- Omnicom Group is acquiring 70% of Luntz Research, a Washington polling firm headed by Frank Luntz, one of the best known of the capital's political pollsters.
Omnicom CEO John Wren cited the strength of Luntz Research.

Omnicom also owns GMMB, a Democratic adveritising firm in Washington and three public relations firms with Washington clients -- Porter Novelli, Ketchum and Fleishman Hillard. All four could tap into the resources of Luntz Research.

John Wren statement
In a statement, Omnicom CEO John Wren said the acquisition reflected the strength of the research company.

"Frank's company was built on the principle that the best messages and the most effective communications are those that use the language of the audience –- not the language of the client," Mr. Wren said. "That approach served Frank well in politics and we think it will work even better helping corporate clients re-position their brands or address an ongoing crisis."

The financial details of the transaction were not made public by Omnicom or Luntz.

Mr. Luntz is a longtime GOP pollster who helped elect former New York City mayor Rudolph Giuliani and has worked with House Republicans in 1994 in crafting the language for the "Contract with America." He was frequently seen on NBC and MSNBC, though his media appearances sometimes drew Democratic complaints.

Strong Republican connections
He still informally advises Republicans and has done work on numerous political campaigns abroad.

Mr. Luntz last night said he was renaming Luntz Research Cos. to Luntz Maslansky Strategic Research in recognition of the work of Michael Maslansky, president of market research.

He also said the firm would remain independent of other Omnicom entities and would “focus on language development for issue advocacy, brand positioning, labor negotiations and crisis communications for both public affairs and corporate clients.”

In this article:
Most Popular