Bain-backed Macromill acquires MetrixLab

The newly combined company will boast a global network of over 1400 professionals across 25 offices in Asia, Americas and Europe, serving 2200 clients worldwide, and generating annual revenues of $300 million.

Macromill was set up in 2000 and listed on the Tokyo Stock Exchange four years later. The company was then taken private by Bain in January this year for JPY51.4 billion ($501 million). MetrixLab, founded in 1999 in the Netherlands and acquired US-based MarketTools in 2012. It was majority owned by its management.

The new business will operate under the Macromill brand and be led by global CEO Han de Groot, former CEO of MetrixLab and Japan and Asia CEO Katsumi Konishi. Jan Willem Gerritsen, the former COO and CFO at MetrixLab will act as executive officer managing the US, European and Latin American businesses.

"This transaction creates a market research technology leader that is differentiated by its ability to deliver ground-breaking digital, mobile, social and big data solutions for consumer understanding," said David Gross-Loh, a managing director with Bain Capital and Macromill board member, in a statement. "Macromill and MetrixLab have been leaders in many of the industry's important innovations over the last 15 years and this merger will accelerate the pace of that innovation."

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