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Ebiquity Buys Echo Research
In the UK, media and marketing analytics firm Ebiquity has acquired TCRG Holdings Limited, the parent company of reputation specialist Echo Research. The deal is worth an initial £3.5m in cash, and up to £10m if Echo achieves certain targets over the next two years.
 Echo has 45 staff in offices in London, New York, Paris and Singapore, and focuses on brand reputation and stakeholder insights, as well as analysis of social and other non-paid media. For the year ended 31 March 2011, its turnover was £5.0m.
Ebiquity has acquired Echo from its shareholders, including majority shareholder and founder Sandra Macleod (pictured), who will stay on as Echo's CEO.
With the acquisition, Ebiquity says it will be able to offer its existing clients 'industry leading analysis and advice' that will compliment its own offerings to deliver an in-depth understanding of the evolving media landscape.
'With social media becoming a larger and ever more prominent part of the media landscape, the directors believe that businesses and brands increasingly need to understand what is being said about them and how that affects their perception and brand values and reputation,' states Ebiquity CEO Michael Greenless.
'Echo's business and global footprint compliments Ebiquity's already well-developed international network, and we look forward to welcoming Sandra and her team into the Ebiquity Group,' he adds.
Macleod said in a statement that combining Echo's reputation and communications expertise with Ebiquity's position in ad and media tracking will support clients globally with a 'compelling and unrivalled proposition'.
Web sites: www.ebiquity.com and www.echoresearch.com .
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