Media Intelligence company UNICEPTA acquires Adwired

UNICEPTA, a leading global provider of media, marketing, and corporate intelligence, has acquired Adwired – one of Europe’s leading media intelligence companies – as it continues its ambitious growth plans.

Co-founded in 1995 by Patrick Schürmann, Adwired has grown to become one of Europe’s leading media intelligence companies over the past 15 years, supporting communications and marketing departments with bespoke media monitoring and analysis solutions.

Helping businesses better steer and position their brands

The insights supplied by Adwired help companies to steer and position their businesses and brands, with a strong client base including leading international corporations in the consumer goods industry, as well as the industrial, financial, pharmaceutical, and automotive sectors.

Adwired’s BrandTicker analysis tool enables companies to monitor and deeply analyse their brands in a preconfigured setup. Data gathered from millions of print, online and social media sources is analysed for this purpose, with more than one million tested and manually translated attributes and topic keywords used. Users are thereby supplied with precise insights on brand perception, customer satisfaction, reputational risks and ESG issues, or daily brand valuation via an interactive dashboard, segmented by company-specific criteria such as company, media channels or business segments.

Jochen Freese, CEO of UNICEPTA Group, commented: “There is an ever-growing need for highly relevant, data-based insights among decision-makers in communications, marketing and other strategic business areas. Particularly during the challenging times of an evolving economic environment, such insights empower key stakeholders to identify the opportunities and risks at an early stage, and take targeted, coordinated action. We are delighted to welcome the Adwired team to the UNICEPTA Group. There are great synergies between our international clients in Switzerland and other countries, especially in the field of marketing intelligence.”

Patrick Schürmann, founder and CEO of Adwired, added: “Our focus has always been on gaining insights of high importance and relevance. We have found an ideal partner in UNICEPTA who shares our values, and the acquisition enables us to take the next big step in terms of growth. First and foremost, we benefit from direct access to the enormous data pool that UNICEPTA offers, who supports our strength in technological innovation.”

Jochen Freese concluded: “As a leading company in our field, it is important for us to always provide our customers with the best possible technology in close cooperation with leading industry experts. The acquisition of this innovative company provides us with the opportunity to do this whilst expanding our client portfolio simultaneously. I very much look forward to working with a great team and I am certain that we are on track to learn a lot from one another”.

Adwired's experienced management board, as well as its 15-person team, will be retained. The transaction was closed as of October 2022. The transaction was accompanied by Transaction Partner AG on behalf of Adwired and by KPMG Law and Tax on behalf of UNICEPTA.