MDC Partners Buys to Expand Analytics Offer

In Canada, marcoms network MDC Partners has acquired a majority stake in digital agency Capital C and data analytics business Kenna from their parent firm Newport Partners Holdings, under which the agencies were merged in 2005. The deal is reportedly valued at $27m.

Last year, MDC Partners formed a Consumer Insights Group, to develop data and analytics capabilities for use by its group companies. Then in May, the firm acquired a majority interest in media analytics firm Integrated Media Solutions (IMS).

As part of this latest deal, Capital C and Kenna will split again and operate as separate companies.

MDC Partners' CEO Miles Nadal said his firm believes it can double or triple both firms' growth by: 'just giving them the resources to explore the art of the possible'.

Capital C monitors social media chatter and has a large online panel of shoppers, while Kenna specializes in analysis and insight into consumer buyer behavior.

'Consumers have hijacked the agenda and the conversation, and more than ever the requirement is for brands to connect in a way that responds to the passions and interests of consumers,' stated Glenn Chilton (pictured), Kenna's President and CEO. 'I think what we've built over the last five years is going to enable a lot of the MDC network to think about how they transform the way they connect with consumers.'

Capital C founder Tony Chapman said that the acquisition would enable his firm to invest more in its proprietary social media model.

Web sites: www.mdccorp.com , www.capitalc.typepad.com and www.kenna.ca .