Huntsworth buys Atomic PR, data analytics tool

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.”