NEWS20 May 2011

Ebiquity acquires Echo Research in £3.5m deal


UK— Media intelligence group Ebiquity has acquired reputation analysis and media measurement firm Echo Research in a deal worth up to £10m. Ebiquity has paid £3.5m upfront, with additional payments dependent on Echo’s future performance.

Ebiquity acquired the entire share capital of Echo’s holding company TCRG Holdings in the deal, and said that the addition of Echo’s research services would compliment its existing analytics offering and “deliver a comprehensive, global and in-depth understanding of the evolving media landscape”.

Michael Greenlees, Ebiquity’s CEO, said: “With social media becoming a larger and ever more prominent part of the media landscape, the directors believe that businesses and brands increasingly need to understand what is being said about them and how that affects their perception and brand values and reputation.”

Echo has offices in London, New York, Paris and Singapore, and boasts more than 60 blue chip clients. The company’s founder, Sandra Macleod (pictured), will stay on as chief executive of the Echo business.

She said: “Combining our reputation and communication research strength with Ebiquity’s leadership in advertising and media tracking will provide a truly holistic insight on competitive differentiation, leadership and valuing intangible reputational assets. We believe this is a natural and exciting progression to support our clients globally with a compelling and unrivalled proposition.”