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Millward Brown acquires Habitus, leading research firm in Ecuador

19 December, 2014

Millward Brown

NEW YORK — Millward Brown, a global leader in brand, media and communications research, and part of Kantar, today announced the acquisition of Habitus Investigación S.A. (Habitus), Ecuador’s leading market research firm. The acquisition expands Millward Brown’s presence into a growing Latin American market and strengthens the company’s offer for local, regional and global brands operating in Ecuador. The news follows Kantar's acquisition of IBOPE announced earlier this week, and represents a further strengthening of Kantar’s capabilities in the region.

“As Ecuador increases in importance on the Latin American stage and companies see great growth potential in the market, clients seek partners who can help them grow strong, profitable brands both within and across borders,” said Gonzalo Fuentes, CEO, Millward Brown Latin America. “Habitus has built a leading market research firm, highly admired for the breadth and quality of its services, and Millward Brown and our clients will benefit greatly by having Habitus join our organization. We welcome the team and look forward to working together to create greater impact for both local and multi-national clients.”

“We are proud of the company we’ve created and of the work we do for clients,” Habitus Managing Director, Carolina Reed, now Managing Director, Habitus Millward Brown Ecuador, added. “We are excited to join Millward Brown to build on that success as we help clients drive brand growth within Ecuador and beyond.”

Habitus, founded in 2002, has 80 employees and counts leading brands including Coca-Cola, SABMiller and Nestle as clients. The company is a full service research agency that delivers both qualitative and quantitative solutions.

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Susan Hickey

About Millward Brown
Millward Brown, with annual revenues exceeding $1 billion, is a leading global research agency specializing in advertising effectiveness, strategic communication, media and brand equity research. Millward Brown helps clients grow great brands through comprehensive research-based qualitative and quantitative solutions. Specialist global practices include Millward Brown Digital (a leader in digital effectiveness and intelligence), Firefly Millward Brown (a global qualitative network), a neuroscience practice (using neuroscience to optimize the value of traditional research techniques), and Millward Brown Vermeer (a strategy consultancy helping companies maximize financial returns on brand and marketing investments). Millward Brown operates in more than 55 countries and is part of Kantar, WPP’s data investment management division. Learn more at

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