W2O Buys Media Strategist Sentient

In the US, analytics and marcoms network W2O has acquired New Jersey-based Sentient Interactive, which offers digital paid and owned media analytics, as well as strategy and campaign execution. Terms of the deal were not disclosed.

Sentient's full suite of proprietary digital services includes insights and strategy, creative, tech development and digital media management. W2O says the acquisition will strengthen its capabilities in integrated digital media and influencer data analytics and insights, planning, buying, and results measurement. Over the last six months, the group has acquired integrated communications consultancy Pure Communications, and healthcare market research and social media listening firm Marketeching Solutions. Between them, the three acquisitions add around 100 employees and $25m in revenue to the group.

As part of the latest deal, Sentient President and co-founder Adam Cossman (pictured) will serve as Chief Digital Officer of W2O Group, focusing on integrating Sentient's digital strategy and assets with W2O's proprietary analytics models and platforms, and its complementary media and engagement and creative services. Commenting on the acquisition, Cossman said: 'We are fired up to be part of such an impressive progressive and forward-thinking organization. This dynamic partnership brings together two companies that share a common vision rooted in analytics, insights and measurement'.

Web sites: www.w2ogroup.com and www.besentient.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.