LONDON: Marketing analytics specialist Ebiquity has acquired Echo Research, the global reputation analysis, media measurement and stakeholder research company.

Ebiquity is taking over TCRG Holdings, the holding company of Echo Research, for an initial consideration of £3.5m. The maximum consideration will be £10m if it achieves growth targets over the next two years.

Echo Research CEO and founder Sandra Macleod will remain in charge of the company. “Combining our reputation and communication research strength with Ebiquity’s leadership in advertising and media tracking is a natural and exciting progression to support our clients,” said Macleod. “Together, we will present a compelling and unrivalled proposition on holistic and integrated measurement to our world-class clients globally.”

The move reflects the increasing convergence of paid and earned media. While Ebiquity specialises in paid-for communications, Echo Research is a global leader in unpaid media.

Ebiquity employs over 600 people across the world, with 18 offices in 11 countries. Its head office is in London and it is listed on the London Stock Exchange’s AIM market. The company was founded in 1997 as Thomson Intermedia, before buying Billletts and changing its name to Ebquity in 2008.

Echo Research currently employs 42 people, with offices in London, Godalming, Paris, New York and Singapore. Its client list includes Nintendo, British Airways, BT, McDonald's and PwC, and the company has generated revenues in excess of £5m for each of the last 3 years. Echo’s turnover for the year ended 31 March 2011 was £5m, generating an operating profit before highlighted items of £0.6m.