WPP buys online research firm Dynamic Logic

by Sam Matthews, Brand Republic 21-Jun-05

LONDON - WPP Group has acquired online research company Dynamic Logic, which will become part of its international market research network Millward Brown.

Dynamic Logic was formed in 1999 to specialise in marketing campaign evaluation and cross-media measurement. It now has more than 65 staff and offices in New York, Chicago, Los Angeles and London.

Millward Brown and Dynamic Logic will combine their interactive services and products to help advertisers and marketers expand their online marketing offering.

The companies will work together with marketing, advertising and media agencies to measure the effectiveness and impact of integrated marketing efforts.

Millward Brown will also work with Dynamic Logic to expand its services throughout the world.

Dynamic Logic founder and president Nick Nyhan said: "Clients want accountability for their multichannel marketing, and we will be offering a range of innovative products and approaches backed by the expertise of both companies."

Nyhan will remain president of the company, which will now be known as Dynamic Logic - A Millward Brown company.

He will report to Mary Ann Packo, chief executive of Millward Brown, North America.

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