Nielsen/GfK sold its Russian assets to Konstantin Leonovich and Alexey Dorofeev

60% of LLC “GfK-Rus” was bought by Leonovich’s company, and the remaining 40% — by an entity owned by Alexey Dorofeev. Leonovich’s company, LLC “Konversiya”, also acquired Nielsen’s Russian asset — LLC “AC Nielsen”, and Dorofeev will head this firm. The deal amount has not been disclosed.

ICMR said that both companies will continue to operate in the same field: consumer market research, retail audit, monitoring, and analysis of buyer behavior.

GfK operated in Russia from 1991, and Alexey Dorofeev headed the company’s Russian division in October 2019. Nielsen operated in the Russian market from 1994; in 2019, a Russian legal entity was created for it — LLC “Nielsen Data Factory”.

Konstantin Leonovich owns the communications agencies “Klyuch” and SALO, the research company Vox Populi, the neuro lab Neurollab, and the computer vision vendor L-Labs. He is also the managing partner of the “Amberdata” platform, which belongs to the National Media Group and is considered one of the official operators of advertising data.

Sources

• Material: theins.ru