New Owners for Truth Consulting

UK-based strategic insights firm Truth Consulting has been acquired by Paritee, a European advisory and communications group, from previous owners Instinctif. Truth says the deal will strengthen its capabilities, extend its international footprint and increase its impact for clients.

Truth was founded in 2007 and is headquartered in London. The firm combines cultural insights, human-centered research, advanced analytics and strategic storytelling, and employs around forty people with skills ranging from qual and quant research to semiotics, trend and behavioural analysis. The firm also partners with the Ashoka Changemakers network, a global organisation of more than 4,000 'social entrepreneurs', and has access to its community.

Truth, which is led by Dr Matilda Andersson, was acquired by German-based Instinctif Partners, and has served until now as its insights and strategy consultancy division. Its new owner, Paritee, is a European strategic investment and operating group with the ambition of building 'a next-generation agency platform' across communications, corporate advisory and marketing. Paritee was founded in 2021 by Executive Chairman Lars Erik Grønntun, formerly Global President of Hill & Knowlton (now Burson), and prides itself on 'preserving the entrepreneurial independence' of the agencies it brings together. Truth says the buy enables it to further build on momentum established over recent years in which it has launched future-proofing unit Truth Futures, AI-enabled analytics and data offering Truth Intelligence; and the Ashoka partnership.

Paritee's operations span seventeen offices in twelve countries, and Truth will now serve as its central strategic intelligence capability, strengthening insight-led advisory across the group and extending the global reach of its services.

Andersson will continue as CEO with an ownership stake, maintaining continuity - she stresses: 'This is not about becoming something else. It is about giving Truth the platform to become more of what it already is - and to do so at greater scale.' Joining her in the new setup are senior Truth team members Tom Morgan, Head of Commercial; Jon Suarez, Head of Behaviour and Culture; Dr Bridget Dalton, Head of Truth Futures; and Dr Mark Thorpe, Senior Director and Head of Thought Leadership.

Jonas Palmqvist, CEO of Paritee, becomes Chairman of the Board at Truth, and comments: 'We see Truth as a core strategic intelligence capability within our platform, strengthening advisory quality across the group and helping clients stay ahead in an increasingly complex and fast-moving world.'

Andersson adds: 'Truth has always existed to dig deeper, challenge conventions and provide clients with insights that drive real change. Becoming part of the Paritee group gives us the opportunity to broaden our impact, invest further in foresight and AI-enabled intelligence, and collaborate with other outstanding agencies in the Paritee group, across multiple markets, that share our ambition, values and belief in the power of insight.'

Paritee is majority-owned by its founders and leadership team and is backed by Explore Equity. Terms of the Truth acquisition were not disclosed.

Web sites: www.truth.ms and www.paritee.com .


Pictured left to right: Jon Suarez, Matilda Andersson, Jonas Plamquist, Bridget Dalton, Tom Morgan.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.