With companies like WPP Group and newer digital start-ups encroaching on its audience-research business, Nielsen has to find ways keep growing. Small purchases are one way to do that. The Nielsen Company announced today that is buying The Cambridge Group, a consulting firm based in Chicago. The Cambridge Group helps Fortune 500 companies with growth strategies. Still for Nielsen, buying the consultancy seems more like a way to hold on to its larger clients than trying to attract new ones. Also, buying service-oriented companies can be tricky because in most cases the value of the company is in its employees, many of which tend to leave shortly after the deal closes.
By Rory Maher