The Futures Company writes:

The youth specialist agency TRU, which is based in Chicago, has joined Kantar Futures. TRU pioneered the field of youth research, and continues to be the global leader in youth research and insights, focusing on tweens, teens and twenty-somethings. Its clients include everyone from Nike to Nordstrom, from Kellogg to Kraft, and from Sony to Samsung.

Will Galgey, Kantar Futures’ Chief Executive, says the two businesses have a good fit.

“Kantar Futures already has a considerable bank of insights into the Boomer, Gen-X, and Millennial generations; the combination with TRU will enable the combined business to offer unrivaled generational expertise. Combining the knowledge, assets, and expertise of the two businesses will create more powerful offers and solutions for our clients and more varied growth opportunities for our people.”

TRU was founded by Peter Zollo in 1982, and acquired by Kantar Futures’ parent group Kantar in 2007. Zollo will be staying with the business until the integration process is complete.  His verdict:

“Kantar Futures is a business and a brand I’ve always admired; it will be a great home for TRU. I’m excited both for our clients and our employees to be poised for the growth that this coming together will bring.”

The press release is here.

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