Founded in 2007, Truth Consulting combines cultural insights, research and analytics, employing around 35 people.

Headquartered in Oslo, Paritee is the owner of several communications agencies and advisory businesses, operating in 12 countries across Europe. It was founded in 2021 by Erik Grønntun, former global president of Hill & Knowlton (now Burson). 

Matilda Andersson, who joined Truth as chief executive in 2024, will continue in her role and will join the Truth Consulting board with an ownership stake. Also continuing in the agency’s senior team are: Tom Morgan, head of commercial; Jon Suarez, head of behaviour and culture; Bridget Dalton, head of Truth Futures; and Mark Thorpe, senior director and head of thought leadership.

The company recently launched Truth Futures, a foresight capability aimed at helping organisations to future-proof, as well as AI-led analytics and data offer Truth Intelligence.

Truth was previously owned by Instinctif Partners. Instinctif was acquired by marketing agency Team Lewis in September 2025, and Truth was not part of that sale.

The acquisition strengthens Paritee’s strategic advisory depth and expands its ability to guide clients. Andersson will also work with Paritee’s new chief data officer, set to join in the second quarter of 2026, with the aim of supporting the group’s investment in advanced data and analytics capabilities.

Andersson said: “Becoming part of the Paritee group gives us the opportunity to broaden our impact, invest further in foresight and AI-enabled intelligence, and collaborate with other outstanding agencies in the Paritee group, across multiple markets, that share our ambition, values and belief in the power of insight.

“This is not about becoming something else. It is about giving Truth the platform to become more of what it already is – and to do so at greater scale.”

Jonas Palmqvist, chief executive, Paritee and incoming chair of the board at Truth Consulting, said: “Truth Consulting has built an exceptional reputation for cultural insight, strategic depth and analytical excellence.

“We see Truth as a core strategic intelligence capability within our platform, strengthening advisory quality across the group and helping clients stay ahead in an increasingly complex and fast-moving world.”

The financial terms of the deal were not disclosed. Paritee is majority-owned by its founders and leadership team and is backed by Explore Equity.