WPP swoops for London-based Precise Media to boost Kantar

 
Oliver Smith
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MARTIN Sorrell’s WPP yesterday announced the takeover of London-based media monitoring firm Precise for an undisclosed sum.

The deal, made through WPP’s data investment management arm Kantar Media, will see Phoenix Private Equity sell the firm it bought in 2006 from 3i for £42m.

“This acquisition strengthens the global expertise of Kantar Media in delivering media reputation tracking and impact analysis for PR campaigns across the board, bridging mainstream and social media with highly innovative technology,” said WPP on the acquisition.

Precise was founded in 1996 and has grown to report revenues of £28.9m during the year to 31 September with over 2,500 customers across the public and private sector.