Media Monitors Buys Majority Stake in Brandtology

Asia Pacific consultancy Media Monitors has acquired a majority stake in online and social media analysis firm Brandtology. Terms were not disclosed.

Launched in 2008 from headquarters in Singapore, Brandtology processes more than 100 million online conversations per month, in 12 languages. Through a combination of proprietary automated processes and expert human input, the firm tracks and analyses online chatter and sentiment in blogs and social networks.

Media Monitors, which has offices in Australia, New Zealand, Singapore, Malaysia, Hong Kong and China, offers media analysis and consulting across print, TV, radio and online platforms.

Through this acquisition, the company says it will further strengthen its ability to provide media intelligence services across the AsiaPac region and beyond.

'Brandtology's business model reflects our own focus on social media monitoring and analysis,' states Media Monitors CEO John Croll. 'This will create significant opportunities for cross-selling across all markets, and Brandtology's strong presence in China in particular supports our strategic growth story in that market.'

Brandtology, which employs 170 analysts across Asia Pacific, North America and Europe, will remain as a distinct brand within the Media Monitors Group. The firm's founder and CEO, Eddie Chau says the acquisition will allow his firm to continue its expansion across existing and new markets.

Web sites: www.mediamonitors.com.au and www.brandtology.com .