MARKET RESEARCH: Irish Marketing Surveys, the group that owns Lansdowne Market Research and Ulster Marketing Surveys, has been bought by the international brand and communications research group Millward Brown.

The deal, under which Millward Brown has bought 86.6 per cent of IMS for an undisclosed amount, was announced yesterday.

It has also entered into put and call options over the remaining equity.

Millward Brown is one of the world's biggest international market research organisations and is part of the Kantar Group, the information and consultancy arm of WPP.

In the Republic, WPP already owns the Wilson Hartnell public relations firm.

IMS, which is the largest full-service market research organisation in Ireland, will be re- branded Millward Brown IMS.

Last year, the company reported turnover of more than €17 million and pre-tax profits of €392,000.