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Article

Title: M&A: A Cymfony for TNS Media Intelligence

Author: Britt, Phillip Article Type: Company
Source: Information Today, v24 n5 p2(2) Publication Date: May 2007
  ISSN: 8755-6286
URL of Publication: http://www.infotoday.com

The acquisition of Cymfony by TNS Media Intelligence (TNS MI) in the first quarter of 2007 is an example of the continuing merger and acquisition trend in the industry. The merger highlights the impact that brand monitoring is making on traditional and non-traditional media sources. TNS MI, a subsidiary of Taylor Nelson Sofres, covers various media markets and monitors 3 million brands worldwide. It boasts tracking technologies that collect advertising spending and occurrence data. The company has over 16,000 clients and has operations in 23 countries. The merger resulted in a new company called TNS Market Intelligence/Cymfony. The merger gives TNS MI access to Cymfonys advanced technology and leadership in the analysis of social and traditional media. The synergy provides more opportunity for TNS MI customers to improve decisions in the highly dynamic marketing environment. Cymfony is an expert in brand monitoring, providing insights and analysis of non-traditional media such as blogs, social networks and other consumer-generated media. On the other hand, TNS MIs specialty covers traditional media such as print, radio, television, Internet and outdoor advertising. The merger is also beneficial to Cymfony, as it gains better leverage for growth with the resources of TNS MI.

Companies:
Cymfony Inc TNS Media Intelligence

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