Seek’s offices will now be located in Direction’s headquarters and Seek will operate as an independent division of Directions, retaining its boutique service model. Its founder, Tim Urmston, will continue as its president.

Jim Lane (pictured), president & CEO of Directions, said: “I am extremely excited to add the people and skills of Seek to Directions’ solutions and client service. When you combine Directions’ diversity and scale with Seek’s empathy and depth, our clients receive end-to-end learnings and a holistic understanding of consumers.”

Urmston added: “I’m excited to bring the innovation and depth of Seek together with the customer service and scale of Directions, giving our clients a world class menu of research, innovation and strategy services.”