United Talent Agency (UTA) will advise Crimson Hexagon on business development, while incorporating the provider’s social intelligence software and services into its research.

UTA’s head of digital media Brent Weinstein said: “Crimson Hexagon is the hands-down leader in social media measurement, and the implications for their capabilities across the broader entertainment industry are both profound and thrilling, to say the least. It’s an exciting proposition to be in business with the Crimson Hexagon team, and to help them align with the leading content and distribution companies in the entertainment market.”

Crimson Hexagon CEO Patricia Gottesman added: “We’re thrilled to be a UTA partner in a hot social media market. We anticipate a collaboration that strengthens the business performances of our media customers with profitable engagement on the rapidly evolving social web.”