NEWS24 March 2011

Huntsworth buys Atomic PR, data analytics tool


UK— PR and healthcare communications group Huntsworth has acquired Atomic PR, and its bespoke web data analytics application ComContext, for an initial cash price of $13.3m (£8.3m).

The ComContext communications analytics tool and Atomic will be integrated into Grayling, a PR company within the Huntsworth group, where it will be used to support and manage client programs.

Atomic, which has offices in the UK and US, will provide Grayling with a platform to expand its operations in North America. The firm’s co-founders Andy Getsey and James Hannon will both stay on and lead the company when it becomes part of Grayling.

Grayling CEO Michael Murphy (pictured) said: “Atomic not only adds to our scale but also brings a unique competitive advantage through their ComContext technology. This will help accelerate our growth and add unique analytics and additional social media capabilities for the benefits of all our clients.”