18.05.23 M&A Transactions
2 min to read

Leaf assisted Ifop Group in the acquisition of Brain Value, France’s leading qualitative research agency

Under the auspices of its shareholder LFPI, Ifop Group has recently acquired Brain Value, France’s leading qualitative research agency. Brain Value, created in 2003 by Nicolas Riou and fast-growing ever since, conducts strategic studies combining qualitative expertise, strategic planning and marketing consultancy.

Leaf, led by its Paris-based Partner Charlotte Mantoux and Shanghai-based Partner Peggy Wu, acted on the Chinese law aspects alongside Veil Jourde led by Laurent Jobert, French Advisors to the Ifop group and LFPI.

LFPI and Ifop were advised in this transaction by Veil Jourde with Laurent Jobert, Gabriel d’Amécourt and Albéric Duhamel-Delattre on corporate M&A, Benoît Gréteau and Charlotte Bittermann on tax aspects.

This seals a powerful alliance between two companies with strong affinities and strategic complementarity. With the backing of Ifop Group, Brain Value is further bolstered by a long history of a brand of considerable renown, and quantitative and sociological studies’ know-how which is not only extensive but also constantly updated.

Charlotte Mantoux, Partner at Leaf, comments “In a challenging year for cross-border investments between China and France, our law firm shows its resilience and its ability to continue to build the bridge between Europe and Asia for business leaders and their cross-border transactions. We are thrilled to have advised on the alliance between Ifop Group and Brain Value. This partnership holds great potential, particularly in the Asian market.”

Seller Counsels: Carole Bodin partner at Bird & Bird.

Seller Financial advisor: Hervé de Kervasdoué partner at BG2V.

About Leaf

Leaf is a multi-awarded corporate law firm specialized in operations in Asia.

Leaf is advising international corporations and mid-cap enterprises to safely complete their cross-border operations and their joint-ventures with state-owned and private partners. We also assist our clients in their strategic operations across Asia or to structure investments in Asian-based start-ups.

The team is composed of international corporate lawyers based in China and in France.

For further information

Charlotte Mantoux: c.mantoux@leaf-legal.com

Website: www.leaf-legal.com

About Ifop Group

Ifop Group is a human-sized company ranked in the Top 5 market research institutes in France. It has been the leader in opinion polling since 1938 and a key player in quantitative and qualitative marketing studies in Europe, the USA and China. Since 2018, Sociovision has enriched the Group’s offer with unique observatories and exclusive data science know-how. In 2022, the acquisition of Occurrence, an independent research and consultancy institute, and its subsidiary Deep Opinion completes Ifop Group’s offer in the field of communication strategy evaluation. In 2023, Brain Value, the qualitative studies leader in France, instils new momentum to the Group’s qualitative and strategic planning know-how to ascertain its clients receive even more comprehensive support.

For more information: www.ifop.com/

About Brain Value

Brain Value was created 20 years ago and has become France’s leading qualitative research agency. Brain Value is specialized in strategic studies (brand, innovation, consumer knowledge) and develops innovative methodologies by integrating strategic planning components (trends, benchmarks, semiology, workshops) while ensuring that results are transformed into operational marketing decisions.

Due to its truly international DNA, Brain Value’s mission is to help the big brands be “consumer-centric” on all their markets. Thanks to subsidiaries in China and the United States as well as partners in more than 20 other countries, Brain Value conducts strategic studies for brands in the luxury, beauty, automotive, gaming, services, health, as well as fast-moving consumer goods sectors.

For more information: http://www.brainvalue.com/