Crescendo and Tribe Merge, Launch New Service

In Cheshire, UK, insight and comms agency Tribe Communications has merged with media analysis specialist Crescendo. The merged agency will be known as Tribe and will launch a new specialist PR and marketing measurement unit called Qualimetrics.

The new agency promises to deliver in-depth understanding and influence of audiences and behaviour. Crescendo's Karen Williams and Mark Westaby will take equal shares in the new company and become directors alongside Tribe's Gareth Jones and Helen Jones. Westaby takes the title of Technical Director and Williams Client Director.

Qualimetrics will integrate Tribe's existing research and communications business with digital online and data analytics to deliver 'powerful PR and marketing insight and measurement'.

Tribe MD Gareth Jones (pictured) comments: 'Tribe's approach has always been to combine insight with creative communications to bring audiences to life... Joining forces with Crescendo extends that expertise across multichannel research and analysis to add real-world and real-time understanding, which further strengthens our audience closeness and integrated campaign activity'. He adds: 'The merger allows Tribe to take full advantage of these opportunities by delivering new levels of insight to plan, implement and measure results-based PR, communication and brand marketing activities'.

Web site: www.tribecomms.com .