• Research, Monday, February 7, 2011 11:49 AM

Omnicom's Diversified Agency Services division has acquired online community builder Communispace. Financial terms of the deal were not disclosed. "Reports that Communispace was looking for a buyer first surfaced in mid-December, and Omnicom was named as a potential suitor alongside various venture capitalists, tech firms and marketing agency holding companies," reports Research magazine.

Dismissed at the time, Communispace was reportedly being valued at $100 million. Communispace head Diane Hessan is expected to stay on, and continue to serve as president and chief executive officer. The deal follows Omnicom's Diversified Agency Services' purchase of predictive modeling and advanced analytics firm The Modellers just last week. "There is no doubt today that deep, real-time consumer insight is critical," said Diversified Agency Services CEO Thomas Harrison. Other research companies in the Omnicom group include Flamingo, Hall & Partners and MARC Research.

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