• by Steve McClellan  @mp_mcclellan, February 29, 2016

WPP’s marketing research unit Millward Brown has agreed to acquire Analytics Quotient (“AQ”), a marketing analytics firm with offices in Walmart-based Bentonville, Ark., Norwalk, CT, Atlanta, London and Bangalore.  Terms weren’t disclosed.

Earlier this month Walmart confirmed it was parting ways with its long-time media planning and buying agency MediaVest, part of Publicis Groupe. So far the big box giant has remained mum on how it will handle those chores once MediaVest has transitioned off the business. It has declined to comment about plans for an agency review, if in fact that is the plan. There’s been speculation it may take parts of the media assignment in house.

The AQ acquisition could lead to opportunities by WPP entities to serve Walmart’s marketing needs.

“Our clients are continually looking for ways to turn data into brand and consumer insights that deliver a competitive advantage,” said Travyn Rhall, global CEO, Millward Brown. AQ, he added has developed “unique” approach that could help in the effort. Millward and AQ have collaborated on client projects in the past.  

AQ, which employs around 400 staffers will become part of Millward Brown Analytics, which  in turn is part of Kantar, the data investment management arm of WPP. The AQ leadership team will continue to be led by Pritha Choudhuri, AQ’s CEO and a company founder.

AQ works with CPG, retail and hospitality brands, and uses marketing consulting frameworks, statistics, CRM transaction analysis and a proprietary analytics platform to extract business insights from data. AQ also builds data visualization tools and custom analytics solutions to help clients slice, dice, simulate and monitor business data.