The Interpublic Group Monday announced a holding company-level research deal with Simmons Market Research Bureau. The multi-year, multimillion-dollar deal gives Interpublic agencies--including
Universal McCann, Initiative Media, and Magna Global USA--access to an array of Simmons products, including its flagship National Consumer Study, as well as a variety of segmentation analyses.
Interpublic's Universal McCann unit has been utilizing Simmons research in its U.S. Media In Mind studies.
