Iris acquires analytics company Datalytics in £3m deal
Iris Worldwide has announced the £3m acquisition of analytics company Datalytics in response to what it says is a market demand for more insight and evaluation.
Acquisition: The deal is worth £3m
In a statement, Iris said the company will gradually adopt the Iris brand and become based at the Iris headquarters in London from January 2014 onwards.
Ian Millner, joint global chief executive at Iris, said: “The way people interact with creative is split across a global ecosystem of things; data is critical in accessing the behaviour behind these interactions in order to develop campaigns that create real impact on the market.
“We’re on a mission to become the largest independent creative network and I’m excited about what we’ve got in store for the next 12 months.”
Iris works with brands such as Sony Mobile, Adidas, Costa Coffee, Reckitt Benckiser and Heineken.
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