Decidedly joins Populus

Hopefully many of you will have seen the recent exciting news that Decidedly has been acquired by Populus, one of our long-standing partner agencies. As an organisation that shares our passion for enabling confident decision making and delivering better insights for our clients, we are delighted to join PopulusPopulus Data Solutions and BrandCap to become part of the Populus family.

This is an exciting step for Decidedly giving us greater scale, breadth and capacity; as well as in-house access to Populus’ data collection and sample solutions – something that will allow us to offer even better value to our clients.

Alongside the exciting news of the acquisition, we have also announced that, at the same time as joining Populus, Decidedly’s CEO Catherine Crump is stepping down after 14 years with the business and Tom Wormald will become Managing Director.

News of the acquisition was announced by Michael Simmonds, Populus Group’s Chief Executive, with three of the business’ leadership team sharing their view on the changes afoot and the fantastic opportunities that this acquisition brings to staff and clients alike.

Talking about why Decidedly had been such a desirable acquisition target, Michael Simmonds said: “Decidedly’s focus on innovation and technology is a perfect fit for Populus Group, adding to the critical knowledge and creative thinking that underpins everything we do. We have been very impressed by the Decidedly team’s clear focus on research as a way of helping businesses identify and realise new opportunities. They take a strongly consultative approach, working closely with clients through a well-defined end-to-end process to draw clear insights from research, turn these into ideas, test them and develop prototypes that ensure effective delivery of new solutions.”

Tom Wormald, our new Managing Director said: “We are delighted to be joining the Populus Group and to become part of their vision for the future, which we very much share. Becoming part of the Populus Group will allow us to continue focusing on the strategic insight and innovation projects and the disruptive thinking we are known for, working alongside our new colleagues and drawing on their amazing skills and resources. I would like to take this opportunity to personally thank Catherine for her unbelievable achievements as CEO at Decidedly, and for handing over a business so well placed to grow and further develop its offer to clients.”

Catherine Crump, our outgoing CEO, said: “As a small business in a market increasingly driven by mergers and acquisitions, we’ve long speculated whether this should be the future direction for the business. Having worked with Populus as a trusted partner for so many years, and having met with Michael and his leadership team and understood their ambition for the Populus Group, it was clear that this this acquisition offered fantastic opportunities for both our team and our clients. Whilst I am very sad to be moving on from a tremendous business that has been a huge part of my life, I am delighted to not only be handing over the leadership baton to a fantastic new MD, but also to be leaving the business at a time when the next chapter in its growth is opening up!”

We would like to take this opportunity to welcome Tom into his new role, and to bid a fond farewell to Cath as she heads of to pastures new. Cath – thanks for all your hard work and dedication – we hope to see you as a future client!

If you have any questions, please get in touch.