Visible merges with Cymfony; WPP ups stake

Cymfony was sold by Kantar Media, having been brought into the WPP fold with the acquisition of its owner TNS in 2008.

WPP previously owned 24% of Visible. Now, through the Cymfony deal, it owns 49% of the merged company. Visible’s management and venture capital backers retain voting control.

Cymfony president Richard Pasewark (pictured) becomes CEO of Visible, with the company doubling in size as a result of the merger.

Forrester analyst Zach Hoder-Shall said the deal was “a smart move” for both companies, with Visible bringing a stronger tool set then Cymfony, married to Cymfony’s broader international reach.

“Combining Visible’s dashboard with the support of Cymfony’s services and international strength should create a powerful union,” he said.