Harbottle & Lewis has advised Brandwatch, the leading enterprise social intelligence company, on its acquisition of the content marketing and influencer identification platform, BuzzSumo.
The acquisition of the BuzzSumo business builds on Brandwatch’s strengths as a group giving insights to marketers. BuzzSumo provides data-driven content discovery and performance analytics to nearly 3,400 customers and over 300,000 users worldwide including Expedia, BuzzFeed and Disney.
“Customer and market needs drive every decision we make at Brandwatch, which is why I’m so pleased to find such a complementary spirit in BuzzSumo,” said Giles Palmer, CEO of Brandwatch. “BuzzSumo is a high performing and high-growth tech firm that fills an important need in the marketing world. Bringing together our strengths at serving either end of the market while maintaining our brands will only bring more value to all our customers.”
The strategic partnership also brings to Brandwatch BuzzSumo’s founding team, who have grown the company from startup to one of the most popular solutions amongst content marketers and creators in just three years.
Brandwatch adds BuzzSumo to its social intelligence offerings alongside Analytics, its core listening product, Vizia, its revolutionary data communication platform and Audiences, the company’s influencer and audience analysis tool. Audiences itself is powered by the data and influence technology integrated as a result of Brandwatch’s successful first acquisition, PeerIndex, in December 2014 in relation to which Harbottle & Lewis previously advised.
Commenting on the deal, Corporate Partner, Tony Littner said: “Brandwatch have clearly come a very long way since we advised them on their initial seed investment more than 10 years ago. We have supported them ever since then and were delighted to have been able to do so again on their latest exciting acquisition. The Brandwatch story is a great example of what we are passionate about doing – working closely with owner/managers and their companies from startup throughout their lifecycle.”
On working with Harbottle & Lewis, Brandwatch Head of Legal, Dylan Marvin said: “Tony and his team provided us with sensible and pragmatic advice on this transaction, working to tight deadlines, which enabled us to close it in a very timely manner and with little fuss. We are delighted with the outcome.”
Tony Littner and Corporate associate Tom Macleod led the cross-departmental team that advised on the transaction which included, amongst others, David Scott (Tax), Jamie Feldman (Employment) and Rebecca Collard (IP).