The insight and communications agency, Tribe Communications, has merged with digital media analysis and data specialists, Crescendo. Operating under the Tribe brand the new agency combines Tribe’s existing insight and integrated communications capabilities with Crescendo’s data analysis expertise to deliver in-depth understanding and influence of audiences and behaviour.

Tribe’s managing director, Gareth Jones, says, “Tribe’s approach has always been to combine insight with creative communications to bring audiences to life.  The explosion of data in today’s digital world is creating new opportunities for PR and marketing, from creative and planning to implementation and measurement. Joining forces with Crescendo extends that expertise across multichannel research and analysis to add real-world and real-time understanding, which further strengthens our audience closeness and integrated campaign activity.  

“The merger allows Tribe to take full advantage of these opportunities by delivering new levels of insight to plan, implement and measure results-based PR, communication and brand marketing activities.”

The merger sees Crescendo’s Karen Williams and Mark Westaby taking equal shares and becoming directors with Tribe’s Gareth Jones and Helen Jones in the new company. Williams says: “In addition to combining with Tribe’s insight, PR and marketing expertise we’ll also be providing specialist PR and marketing measurement services under the new brand of QualimetricsTM.

“Sitting under the Tribe umbrella, Qualimetrics will integrate and combine the benefits of Tribe’s existing research and communications business with digital online and data analytics to deliver powerful PR and marketing insight and measurement.”

The merged companies’ client base includes Danone, Cow & Gate, Aptamil, Toolstation, eMcREY, Omsco, local government and NHS organisations.