The newly formed business will be called Tribe and will see Tribe’s insight integrated with Crescendo’s data analysis to better understand and influence audiences and behaviour.

Tribe’s managing director, Gareth Jones, said: “The explosion of data in today’s digital world is creating new opportunities for PR and marketing, from creative and planning to implementation and measurement. Joining forces with Crescendo extends that expertise across multichannel research and analysis to add real-world and real-time understanding.”

Crescendo’s Karen Williams and Mark Westaby will take equal shares and become directors with Tribe’s Gareth Jones and Helen Jones in the new company.  

Karen Williams added that its combined PR and marketing measurement services would now be offered under the brand of Qualimetrics^TM.