Brandtology: a proof the grass is greener on the other side

Congratulations to Brandtology! The gnawing question is that if the company does have potential, why it's not identified first by, say, SPH??

Is this a case of "the grass is greener on the other side" whereby Brandtology being on the other side from Down Under is seen as having potential and not by, SPH, which is being on the same pasture with Brandtology?

A THREE-YEAR-OLD Singapore start-up has been snapped up by a regional media group for a tidy eight-figure sum.

Brandtology - whose business is to keep track of what Internet users are saying about its clients, ranging from SingTel to DBS Bank - has been bought over by the Australian-headquartered Media Monitors group.

From Straits Times, "Singapore tech start-up sold for 8-figure sum".

SYDNEY-based Media Monitors has acquired a majority stake in Singapore-based social media measurement company Brandtology.

Media Monitors did not disclose a purchase price, sources only indicating it was an eight figure sum.

Media Monitors CEO John Croll said acquisition was the company's first since being acquired by private equity company Quadrant in July last year.

"This will create significant opportunities for cross-selling across all markets, and Brandtology’s strong presence in China in particular supports our strategic growth story in that market. As a group we now have over 1,000 employees servicing 5,000 clients across 17 countries globally."

“Brandtology’s business model reflects Media Monitors focus on accuracy, timeliness and deeper insight – all rare commodities in the current world of social media monitoring and analysis."

Brandtology was launched in 2008 and experienced fast growth with staff in 15 countries across Asia-Pacific, Europe and North America and processing over 100 million online conversations per month.

Brandtology founder and CEO Eddie Chau said the acquisition would allow the firm to "continue our rapid growth across existing and new markets".

From The Australian, "Social media monitoring seen as a growth market".

Australian media researcher Media Monitors has acquired a majority stake in Singapore-based social media tracking firm Brandtology.

Terms of the deal, which is Media Monitors’ first buy since it was acquired by private equity firm Quadrant last summer, were not disclosed.

Brandtology will remain a distinct brand in the Media Monitors Group. The firm’s founder and CEO Eddie Chau said: “This is the logical and exciting next step for Brandtology, allowing us to continue our rapid growth across existing and new markets and maintain our focus on research and development.”

Media Monitors’ CEO John Croll (pictured) said in a blog post: “The acquisition further strengthens Media Monitors’ ability to provide the highest quality and most comprehensive suite of media intelligence services across our region and beyond.”

From Research, "Media Monitors takes majority stake in social media researcher Brandtology".

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