Fiftyfive5 acquires The Leading Edge and The Digital Edge
Research consultancy Fiftyfive5 has acquired Sydney-based research and data consultancies The Leading Edge and The Digital Edge from marketing & communications group Enero.
As part of the deal, reportedly worth $1.35 million in cash, nine staff will cross to Fiftyfive5, which sees its headcount jump to around 210 across its four offices in Sydney, Melbourne, Auckland and Singapore.
“We know the team at The Leading Edge and The Digital Edge well and they bring a lot to our business which we are excited about,” said Mark Sundquist, CEO of Fiftyfive5.
Founded more than 30 years ago, The Leading Edge specialises in insight, innovation, shopper marketing and brand management services to brands and retailers. The Digital Edge, which was established in 1999, is an online market research fieldwork agency, delivering data for researchers and PR agencies.
The two agencies have been part of Enero since 2004. In a statement announcing the sale, Enero said that the divestment is part of its strategy to refine its portfolio of global brands, which includes BMF, Orchard, Hotwire, CPR and OBMedia.
“The acquisition is testament to Fiftyfive5’s continued commitment to ensure that investment in research and insight delivers demonstrable commercial outcomes for clients’ businesses,” said Sundquist, who notably previously was the CEO of The Leading Edge (in fact: Fiftyfive5 was founded by former The Leading Edge Directors Karen Phillips and Darren Kemp).
“The takeover will enhance our existing capabilities in automation, technology-based delivery of insights, modelling and data analytics,” Sundquist added.
“Having ownership of a panel and panel capability opens up a range of really interesting opportunities for us – from building out bespoke sub-panels of hard-to-reach audiences, to integration of panel and transactional data. Ultimately, this gives us the freedom and flexibility to innovate in approach.”
