Existing TNS offices in Africa lie to the north of the continent, in Morocco, Algeria, Tunisia and Egypt, as well as in South Africa. The deal with RMS adds representation in Nigeria, Cameroon, Cote D’Ivoire, Senegal, Congo, Kenya and Ghana.

TNS Africa CEO Chris Riquier (pictured) said the RMS agreement “represents a significant opportunity”. “With West Africa an emerging market that will continue to experience rapid growth in the coming years, it is critical for our clients to have access to robust consumer insight,” he said.

RMS has been in business for 30 years, with a workforce of 250 staff. Sector coverage includes consumer goods, financial and telecoms.

Agency boss Adeola Tejumola said: “RMS will offer an unmatched ability to combine unique knowledge and understanding of the African market with access to TNS branded solutions, training and technology.”