TNS Media Intelligence acquires Cymfony

MUMBAI: TNS Media Intelligence (TNS MI), strategic advertising information provider, has acquired Cymfony, the 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 suite of advertising intelligence products.

The new TNS Media Intelligence unit will be known as TNS Media Intelligence/Cymfony and the staff from the latter will join the TNS Media Intelligence organization, and remain at their present location, informs an official release.

The acquisition will allow TNS MI to provide marketers with greater visibility into the most important influences shaping consumers' purchase decisions, including advertising, public relations and social media, through advanced analytics and proprietary data.

"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 TNS Media Intelligence president and chief executive officer Steven Fredericks.

"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."

Cymfony combines traditional and social media research and analysis, helping organizations extract insights into consumer behaviours and emerging market trends by monitoring, measuring and analyzing consumer-generated and traditional media.

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."

TNS Media Intelligence worldwide president and chief executive officer Jean-Michel Portier. "As Cymfony is a recognized market leader in the U.S., this acquisition will not only benefit our Media Intelligence clients internationally, but also has the potential to be used in other TNS business units across our network."

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