Arun Sudhaman 12 Jun 2013 // 11:00PM GMT
LONDON--Sandra Macleod is exiting Echo Research two years after selling the business she founded to analytics group Ebiquity.
Echo, often viewed as one of the PR industry's leading reputation analysis firms, will now lose its name after being integrated into Ebiquity's broader portfolio of measurement businesses.
Macleod founded Echo Research in 1999, selling the company to Ebiquity in 2011.
Ebiquity took over TCRG Holdings, the former holding company of Echo Research, for an initial consideration of £3.5m. The maximum consideration for the deal was to be £10m if it achieved growth targets over the past two years.
Macleod departs at the end of this month, and plans to continue advising companies on their approach to reputation management, drawing upon Ebiquity's range of services where required.
"As demands and expectations on organisations are changing rapidly, reputation is clearly moving up the corporate agenda. I see a growing need for senior-level counsel on such matters which are material to organisational success, which my experience makes me well placed to support," said Macleod.