IPSOS, one of the world leaders in market research and opinion polling, present in 90 markets and with nearly 20,000 employees worldwide, is making a major comeback in French-speaking Africa with the acquisition of Omedia, the Médiamétrie subsidiary based in Côte d'Ivoire, Senegal, and Mali.
IPSOS, which had shown great ambition to develop its business in French-speaking Africa a decade ago, put its operations on hold after the COVID crisis.
By acquiring 100% of Omedia's capital from Médiamétrie, Ipsos, already present in English-speaking Africa, is thus giving itself the means to develop its business in French-speaking African markets.
Omedia, founded in 2005 by Christophe Gondry and managed since his departure by Karim Konaté and Arnaud Moisan, conducts a wide range of marketing studies, audience measurements, and advertising monitoring for TV, print, and digital media. Its client portfolio includes international companies (including major French organizations), institutions, and local clients.
Despite this sale, Omedia will nevertheless remain Médiamétrie's preferred partner in the region.