NEWS11 January 2013

Sapient buys Sunil Garga’s (m)Phasize

M&A North America

US — Sapient, the global services company that owns interactive marketing agency SapientNitro, has acquired cross-channel marketing analytics firm (m)Phasize.

(m)Phasize was founded four years ago by Sunil Garga (pictured), the former president of global business and consumer insights at Information Resources and Marketing Management Analytics.

Garga and his team have built a number of analytics tools and services that are designed to be used by marketing executives to optimise budget allocation and planning decisions by running ‘what if’ scenarios. The company also looks to quantify the impact of different media channels at a brand and category level.

“With (m)Phasize, we’re able to show clients the mix of investments needed to drive sales targets and significantly improve ROI,” said Alan Herrick, Sapient’s president and CEO.