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ADVERTISING
OCTOBER 7, 2008

WPP to Acquire Taylor Nelson

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London

Market researcher Taylor Nelson Sofres agreed Monday to be acquired by WPP Group for £1.1 billion ($1.95 billion), in a deal that will reduce WPP's reliance on advertising ahead of an expected industry downturn.

WPP Chief Executive Martin Sorrell has been talking for more than a decade about steering his company away from the volatile ad market into research and other marketing fields with more predictable profits. But, until now, his prolific deal making, including the 2004 acquisition of Grey Global Group, kept adding to advertising operations.

On Monday, the Taylor Nelson board reversed months of opposition to WPP's ...