AAA Cision to snag Brandwatch in $450m acquisition

Cision to snag Brandwatch in $450m acquisition

Public relations and marketing services provider Cision has agreed to acquire portfolio company Brandwatch, a UK-based developer of a social media monitoring and content marketing analytics software, for $450m.

Brandwatch’s platform uses artificial intelligence technology to provide insights to consumer brands and marketing agencies on their social media interactions with the public. It also provides analytics tools as well as consumer data and market research.

The company said its product has supported more than 2,000 brands and agencies globally. Cision chief executive Abel Clark said: “The continued digital shift and widespread adoption of social media is rapidly and fundamentally changing how brands and organisations engage with their customers.

“This is driving the imperative that PR, marketing, social and customer care teams fully incorporate the unique insights now available into consumer-led strategies. Together, Cision and Brandwatch will help our clients to more deeply understand, connect and engage with their customers at scale across every channel.”

Partech Ventures led the company’s $33m series C round in 2015 with participation from Highland Capital Partners Europe and Nauta Capital.

Cision acquired media intelligence provider Gorkana in 2014, after the latter had backed a $22m series B round for Brandwatch earlier the same year that was led by Highland Capital Partners and which featured Nauta Capital.

Gorkana also invested in Brandwatch’s Nauta Capital-led $6m series A round, in 2012, after supplying $1.2m of seed funding in 2010. London Business Angels had provided $835,000 of financing for the company across 2006 and 2007 but partially exited through the series B round in 2014.