Cision Acquires Brandwatch for $450 Million

Brandwatch, a prominent platform specializing in online consumer intelligence and social media listening, has been acquired by Cision. The transaction, valued at $450 million, involves a combination of cash and shares. Sources indicate that Brandwatch’s leadership team will remain in their positions following the acquisition.

This strategic move unites two major industry players, enabling them to deliver a comprehensive suite of services. These services span public relations, marketing initiatives, and enhanced online customer engagement strategies.

Deal Details and Company Backgrounds

The completion of this deal is anticipated during the second quarter of 2021. Cision boasts a substantial media contact database, encompassing approximately 1 million journalists and media outlets. They currently serve a customer base exceeding 75,000.

Brandwatch distinguishes itself through the application of artificial intelligence (AI) and machine learning technologies to the field of “social listening”. This allows for in-depth analysis of online conversations and trends.

Funding History of Brandwatch

Throughout its growth, Brandwatch secured approximately $65 million in funding. Initial investment came from Nauta Capital during its Series A round. Subsequent funding rounds were led by Highland Europe and Partech.

Statements from Leadership

Giles Palmer, founder and CEO of Brandwatch, stated: “Our ambition has always been central to Brandwatch’s development… The time is now right to advance to the next phase – integrating with a company of considerable size to establish a business and product portfolio capable of making a significant global impact.”

Abel Clark, CEO of Cision, commented: “The ongoing shift towards digital platforms and the increasing prevalence of social media are fundamentally altering how brands and organizations interact with their customers. This necessitates the integration of unique consumer insights into PR, marketing, social media, and customer care strategies. Together, Cision and Brandwatch will empower our clients to gain a deeper understanding of their customers and engage with them effectively across all channels.”

Brandwatch’s Journey and Acquisitions

Brandwatch’s trajectory, from initial funding to acquisition and eventual merger, is noteworthy. Remarkably, much of this growth occurred from its base in Brighton, England.

The company’s financing began with angel investment in 2006. A $1.5 million investment from Durrants, a marketing and PR firm, and a Series A round from Nauta Capital followed in 2010. Further funding of $22 million was raised in a Series B round led by Highland Europe in 2014.

In 2015, Brandwatch secured $33 million in Series C financing, spearheaded by Partech Ventures. These financial resources facilitated strategic acquisitions.

Strategic Acquisitions and Recognition

In 2017, Brandwatch acquired BuzzSumo, a platform focused on content marketing and influencer identification, for an undisclosed amount. Subsequently, in 2019, Brandwatch merged with Crimson Hexagon, resulting in a business generating approximately $100 million in Annual Recurring Revenue (ARR). The SaaS research platform, Qriously, based in London, was also acquired.

Recently, Brandwatch was recognized as a leader in Forrester’s guide for buyers of social listening solutions, solidifying its position in the industry.