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Durrants Buys Into Brandwatch
UK media intelligence agency Durrants has acquired a stake in Brighton-based social media monitoring company Brandwatch, which now aims to expand its US offer and extend its service to cover Russia and China.
Details of the buy were not disclosed, but Durrants said Brandwatch came out on top following a 'rigorous trial period' which included 'several other leading international monitoring firms'.
Durrants MD Jeremy Thompson said: 'it quickly became clear that Brandwatch was head and shoulders above the competition. We were blown away by their relevant and timely coverage, strong account management and technical support, robust platform and user friendly service. It really was a case of liking the company so much we wanted to invest in it.'
Durrants-owned media analysis and evaluation company Metrica will also use Brandwatch's social media monitoring data to enhance its service. Thompson says he is confident this combination will help PRs cut through the confusion created by the 'baffling choice' of systems available for tracking online conversations.
Giles Palmer, Brandwatch CEO, says the deal is 'a ringing endorsement of our service' and comments: 'The investment comes at an explosive time in the social media monitoring market and will help us push our product to the very top of the global pile.'
Brandwatch was launched in August 2007 and is online at www.brandwatch.com . Durrants (www.durrants.com ) and its recently acquired subsidiaries Metrica (www.metrica.net) and media/journalist database and community network Gorkana (www.gorkana.com ) are all part of Old Street, London-based Discovery Group.
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