BRITISH group Aegis, one of the last independent advertising agencies, could fall prey to a larger rival if it sells its Synovate unit, with major shareholder Vincent Bollore in the role of kingmaker.
Aegis is in exclusive talks with French peer Ipsos to sell the Synovate market research business, a unit analysts value at about 500mil (US$801mil), nearly a third of the group's current market valuation.
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