TNS Media Intelligence Acquires Cymfony
Thursday, 01 March 2007
TNS Media Intelligence (TNS MI), a leading provider of strategic advertising information, has acquired Cymfony, a top market influence analytics company. The acquisition integrates Cymfony's expertise in tracking and analyzing the intersection of traditional and social media, such as blogs and social networks, with TNS MI's current extensive suite of advertising intelligence products.
"The industry is currently undergoing a dramatic transformation from analog to digital platforms, which has created a tremendous challenge and opportunity for TNS MI to provide our clients with greater insight and intelligence into the entire media universe," said Steven Fredericks, president & CEO, TNS MI. "Combining Cymfony's advanced technology and position as a leader in the analysis of both social and traditional media with TNS MI's expertise in competitive advertising intelligence brings marketers closer to today's newly empowered consumer, enabling them to make smarter, faster decisions in this rapidly changing marketing environment."
Based in the greater Boston Area, Cymfony is an innovator in combining traditional and social media research and analysis, helping organizations extract insights into consumer behaviors and emerging market trends by monitoring, measuring and analyzing consumer-generated and traditional media. Since the company's inception in 1996, Cymfony has been a key force in bringing sophisticated text mining technology to the government intelligence, marketing, research and public relations communities.
Cymfony Chief Executive Officer Andrew Bernstein added, "As a part of TNS MI, Cymfony gains tremendous advantages to extend our position as a leader by rapidly growing our client base, expanding our offerings and jointly creating and delivering new products. We are now connecting the dots between all media. As marketers increase their activities in the emerging social media channel, they will have an integrated partner to turn to for guidance and insight analyzed within the context of the entire marketing landscape with TNS MI."
Forrester Research, Inc. recently awarded Cymfony top scores for its "Current Offering," a combination of features including data sources, functionality, reporting and scope of services. According to the 2006 Forrester Wave -- Brand Monitoring report (September 2006), "The Cymfony Orchestra product offers the strongest overall functionality, a robust user interface, and the most extensive coverage of data sources in the brand monitoring market."
Cymfony staff will join the TNS MI organization and remain at their present location. The new TNS MI unit will be known as TNS Media Intelligence/Cymfony.