MediaSense Buys PwC UK Media Advisory Business

London-based media auditing, management and analytics firm MediaSense has agreed to acquire the Marketing & Media Owner team of consulting firm PwC UK.

PwC operates as a network of firms in 151 countries with more than 364,000 people - each firm is a separate legal entity. The UK Marketing and Media Owner practice, a tiny part of this with around 50 staff, aims to help brands 'transform their marketing operations and effectiveness through step-changes in value from their customer data, marketing technology and agency relationships'. Analysts suggest that PwC may have put the unit up for sale in September in order to focus its attention on larger opportunities such as AI / technology transformation, and sustainability.

The move is MediaSense's first major acquisition since private equity firm Apiary Capital acquired a majority stake in the business in 2021. MediaSense was founded by Andy Pearch and Graham Brown in 2009 and operates a media auditing platform called DiPA (Digital Performance Analytics), powered by a proprietary insight engine, machine learning techniques and a team of analysts and data scientists to unlock incremental value for brands. Pearch moved to an NED role last November and former Britbox International exec Matthew Gardner replaced him as COO.

MediaSense, which had around 60 employees prior to the announcement, says the PwC buy will enhance its scale, capabilities and offering to clients, 'bringing PwC UK's world-class client relationships and skilled and experienced team into the business'. PwC Partner Sam Tomlinson (pictured left), who joins the MediaSense management team as Chief Client Officer, comments: 'We are very much looking forward to becoming part of MediaSense. Over a relatively short period they have become one of the preeminent and most respected operators in our field; we share the same values and have a common approach built to deliver exceptional service and value to our clients'.

'This is an exciting development for MediaSense and an important step in our ambitious growth plans' says CEO Brown (pictured right).

Web site: www.media-sense.com .