Montreal, November 19, 2025 – Leger is pleased to announce its acquisition of Element54, a leading Canadian firm specializing in advertising research.
This marks Leger’s 15th acquisition, a significant milestone in the company’s continued growth. Leger is now the largest Canadian-owned market research and polling firm in the country, with offices across Canada and the United States. This new acquisition further solidifies its expertise in the advertising research space.
Founded in 2008 and led by Bernie Malinoff (formerly of Ipsos and Angus Reid), Element54 has built a strong reputation in the Canadian research landscape thanks to its unique know-how and methodologically sound approach. The firm’s clientele includes a diverse range of distinguished clients from various sectors, such as retail, financial services, transportation, and lotteries.
“Welcoming Bernie and his team to Leger is a tremendous asset. We are pleased to have them on board. Their nationally recognized expertise in advertising research will enhance our service offering and increase our ability to support clients across industries,” said Jean-Marc Léger, President of Leger.
A New Division, a Shared Vision
This strategic acquisition will allow Element54 to expand its presence across North America, while leveraging Leger’s operational and technological infrastructure.
Element54 will continue operating under the new Leger–Element54 division. Bernie Malinoff will serve as Executive Vice-President and Head of Leger’s Centre of Excellence in Advertising Research.
“Jean-Marc and his team have built an extraordinary organisation — one that we are proud to now call home. By joining Leger, our clients will gain access to a wider range of research professionals across Canada and the US, advanced analytics powered by cutting-edge AI and data science capabilities, expanded UX, CX and HX research technologies, and robust online panels and operational infrastructure. This partnership strengthens our ability to deliver rigorous, human-centred insights at scale,“ said Bernie Malinoff.
For nearly 40 years, Leger has been investing in bold ideas and innovative solutions to help decision-makers move forward with confidence. The integration of Element54 reinforces that commitment by expanding the company’s ability to deliver reliable data, clear insights, and tailored solutions that respond to today’s challenges.
About Leger
Leger is the largest Canadian-owned market research and analytics company, with more than 600 employees in eight Canadian and U.S. offices. The company has been working with prestigious clients since 1986.
