GfK buys South Africa’s GlobalEdge Marketing Consultants

The South African company was formed by Graeme Taylor in 2002 and offers both qualitative and quantitative methodologies. Clients include brands such as Coca-Cola, Bayer, Kraft, McDonald’s and Pernod Ricard.

Among its services is the ShopperLink consumer panel, a representative sample of South African households which the firm said will enable GfK to expand its similar activities in the country.

GlobalEdge has offices in Durban and Johannesburg and notched up €3.4m in sales during financial 2011. The firm, which is now headed by Bradley and Craig Taylor (pictured left to right), collects data from 33 countries across Africa.

As a result of the deal, GlobalEdge will offer its customers the “entire spectrum” of GfK consumer panel analysis services, according to a statement.