Fiftyfive5 acquires two data consultancies

The deal will help Fiftyfive5 improve the quality of its panel data and enhance existing capability in automation, technology-based delivery of insights, modelling and data analytics.

Fiftyfive5 indicated that its immediate focus will be on growing the size of its panel, integrating the teams from The Leading Edge and The Digital Edge into the company and expanding its external partnerships to enrich its panel data.

The acquisition will see the staff of both The Leading Edge and The Digital Edge be based in Fiftyfive5’s offices in Ultimo.

Enero is a media and communications firm made up of agencies including BMF, Orchard, Hotwire, CPR and OBMedia.

Mark Sundquist, chief executive at Fiftyfive5, said: “We know the team at The Leading Edge and The Digital Edge well and they bring a lot to our business which we are excited about.

“Having ownership of a panel and panel capability opens up a range of really interesting opportunities for us – from building out bespoke sub-panels of hard-to-reach audiences, to integration of panel and transactional data. Ultimately, this gives us the freedom and flexibility to innovate in approach.”

Brent Scrimshaw, chief executive at Enero Group, said: “The sale of both The Leading Edge and The Digital Edge demonstrates our ongoing commitment to executing against our progressive portfolio growth strategy.

“We will continue to invest in the capabilities of our core brands and remain relentlessly focused on cross-geographical growth and refining our portfolio of global brands and services.

“On behalf of the whole Enero team, I would like to wish the passionate team at The Leading Edge, The Digital Edge and FiftyFive5 all the best in their new adventure.”