NEWS1 March 2021

Cision to buy Brandwatch

M&A Media News North America UK

US & UK – Public relations and earned media software company Cision has agreed to acquire consumer intelligence business Brandwatch in a deal worth $450m.  

Giles Palmer Brandwatch_crop

Cision offers news distribution and media monitoring and analysis software. The company is based in Chicago, with offices in the UK, Canada and Finland.

Brandwatch uses artificial intelligence to produce consumer insight by analysing social media. Headquartered in Brighton, it employs around 500 people and also has offices in New York and Stuttgart.

The acquisition will combine the companies’ services in consumer and media intelligence, informing brands’ PR, marketing, research and product development. 

The deal is expected to complete in the second quarter of 2021.

Abel Clark, chief executive, Cision, said it is "imperative" that PR, marketing, social and customer care teams incorporate insights into consumer strategies.

Clark said: "Together, Cision and Brandwatch will help our clients to more deeply understand, connect and engage with their customers at scale across every channel."

Giles Palmer, founder and chief executive, Brandwatch (pictured), added: "Now is the time to take the next step – joining a company of significant scale to create a business and a suite of products that can have an important global impact.

"We are excited to join Abel and the Cision team to supercharge our work and bring even more value to our customers."