The Private Equity team advised Brandwatch in its announced merger agreement with Crimson Hexagon. The transaction was executed as a stock-for-stock merger of equals and is expected to close in the fourth quarter of 2018.
Work to integrate the products will begin immediately, although both products will continue to be supported and operate independently for an extended period. A new roadmap for the combined company will join Crimson Hexagon's artificial intelligence and historical data index with Brandwatch Analytics' data handling and flexible user interface, to create immense value for customers. Additionally, the company will add more data from marketing, customer behavior, and market research sources to the platform to expand beyond social intelligence.
Brandwatch is the world’s enterprise social intelligence leader, empowering 1,400 of the planet's most admired brands and agencies including Unilever, Walmart and Dell to make insightful, data-driven business decisions. It is based in Brighton, England, with offices around the globe including New York, San Francisco, Berlin, Stuttgart, Paris, Singapore and soon Sydney.
Crimson Hexagon helps global brands better understand their consumers through their AI-powered consumer insights platform. Their clients include Anheuser-Busch InBev, Adidas, General Mills, Paramount Pictures, and Twitter. Crimson Hexagon is based out of Boston, Massachusetts, and has a European division in London, England.
The Goodwin team was led by partner Oreste Cipolla and included partners Ilan Nissan, Richard Lever, Larry Chu, Lisa Haddad, Janet Andolina, Sarah Bock, Jacqueline Klosek, Richard Matheny and Paul Jin, counsels Jacob Osborn and Christina Bouchot and associates Sawyer Williams, Gady Levy Boneh, Alexander Plaum, Elizabeth Chang, Steven Argentieri, David Rouse, Joanna Keska, Gartan Tracey, Katie Leah and contract lawyer Richard Skelton.
For additional details on the merger, please read the press release.