Karma Comms Buys Insights Group Crayon

In the UK, ad agency Karma Communications has acquired consumer behaviour specialist Crayon Group, which owns market research agency Walk a Mile and insights consultancy Crayon CI. Terms of the deal were not disclosed.

Karma says the acquisition is the next stage in fulfilling its ambition to create 'a new integrated force' in the marcoms industry by combining creativity with data-driven digital and direct expertise.

Crayon, which was founded in 1998 as Hicklin Slade and Partners, delivers data, loyalty and word-of-mouth marketing through consumer insights gained from research including user testing. In 2010, the firm acquired data analytics firm Acquity.

The firm's principal shareholders are Senior Partners Matthew Brown, Mark Runacus and Justin Hicklin, all of whom will now take seats on the Karma Communications' Board. Hicklin comments: 'One of the challenges we have faced is finding the best way of accessing capital to continue investing in our growth, whilst retaining the independence and entrepreneurialism that is so central to the culture of our business. Today's news provides the perfect solution and we are thrilled to be joining our new like-minded colleagues.'

Web sites: www.karmacommunications.com and www.crayonlondon.com .