Crayon Buys Data Analytics Firm Acquity

In the UK, consumer insights focused agency Crayon has acquired data analytics firm Acquity. Terms were not disclosed.

Recently re-branded Crayon delivers data, loyalty and word-of-mouth marketing through consumer insights gained from data understanding, research and user testing.

Customer insight specialist Acquity offers a range of services including raw data analysis, consumer understanding and segmentation, and uses media research tools combined with data analysis of actual customer information.

As part of the transaction, Acquity MD Richard Davies will become part of Crayon's management team, while the firm's founding Director Andrew Higgs will head Crayon's data planning and analytics division.

'This acquisition reinforces our unique position as a digital agency, placing equal importance on creativity and analytics,' states Mark Runacus, Crayon Senior Partner. 'Furthermore, it will act as a springboard for investment in new data for digital products and in digital media.'

Web site: www.crayonlondon.com .