GFK is set to merge withTaylor Nelson Sofres (TNS) a UK research Company. The deal worth $4.4 billion will save save TNS over  $152 million over three years as they plan to cut $500 jobs. It is not known whether any jobs will be cut in Australia.

The UK research Company, plans to create the world's second largest market research company in the world with the aquisition of GFK who are responsible for the measurement and tracking of sales in mass retailers in Australia.

WPP Chief Executive Sir Martin Sorrell is seriously considering a counter-bid for GFK however insiders say that he would have to make a significant offer.

According to Business Sales Reports out of London, the Chief executive of TNS, David Lowden said that WPP would have to make a very competitive proposal in order to make any headway with a counter-offer.

It has been suggested that in order for the TNS-GfK deal to remain unaffected by a higher bid from WPP, the terms of the merger could be changed slightly, either by GfK providing a cash sweetener, or allowing TNS to have slightly more than 50 per cent of the combined group.

The enlarged business will be listed in London and called TNS-GfK. The group will have about 24,000 staff.