Forbes Consulting Group acquired by Dentsu Aegis Network
Dentsu Aegis Network has acquired Forbes Consulting Group and its patented emotional-assessment tool, Mindsight.
Mindsight, which was developed in 2011, uses non-cognitive techniques to determine unconscious factors that influence a consumers’ behaviors and to measure a brand or campaign’s effectiveness.
“Our shared vision for the data-driven future of marketing, as well as our complementary sets of tools, capabilities, and values, makes this is a perfect match, and will increase our collective ability to guide better business and marketing decisions by our clients,” said David Forbes, founder of Forbes Consulting Group.
In its new capacity, Forbes will join Copernicus, Dentsu Aegis Network’s data-driven marketing strategy consultancy.