The acquisition expands OpenBrand’s real-time market intelligence platform into new verticals, with a long-term strategic data partnership between OpenBrand and Mintel ensuring continuity for clients.
San Diego, CA — Building the best market intelligence platform in one industry is hard. Most companies try to cover everything and go deep in nothing. OpenBrand chose the other path — spending years becoming the most trusted intelligence platform for consumer durable goods before expanding elsewhere.
Today, OpenBrand is expanding.
OpenBrand has acquired Comperemedia from Mintel, the global leader in market intelligence. Comperemedia is the leading competitive marketing intelligence platform for brands in financial services, insurance, telecom, and media, tracking advertising spend, creative strategy, direct mail, and messaging trends across channels. Like OpenBrand, Comperemedia has built its reputation by going deep into the markets it serves.
OpenBrand’s mission is to build a real-time market intelligence solution that helps brands use data and expert-led insights to beat the competition and win their markets. Having established deep expertise and market leadership in consumer durables, this acquisition is the next step in extending that platform into new verticals.
Comperemedia will operate as “Comperemedia, an OpenBrand Company.” Ben Dietz, President of Comperemedia, joins the OpenBrand executive team. As part of the transaction, OpenBrand and Mintel have established a long-term strategic data partnership. Comperemedia clients who rely on Mintel’s consumer insights will retain that access. Continuity of data and client experience was a priority built into the foundation of this deal. The partnership reflects the mutual respect both organizations have for the clients and work Comperemedia has built within Mintel Group.
Greg Munves, CEO, OpenBrand: “This acquisition is about expanding our mission, not diluting it. We started in consumer durables because we believed the best intelligence platforms are built by people who know an industry inside and out. Comperemedia took that same approach in financial services, insurance, and media. That is why this felt right.”
Peter Haigh, Chairman, Mintel: “Comperemedia has been an important part of Mintel for many years, and today marks the beginning of its next chapter. We’re incredibly proud of the people who have built the business into what it is today and confident OpenBrand is the right organization to support its next stage of growth while preserving the expertise and client relationships that have defined Comperemedia’s success. Our long-term partnership also ensures clients will continue benefiting from the complementary strengths of both businesses.”
About OpenBrand
OpenBrand is the real-time market intelligence platform for consumer durable goods brands and retailers. OpenBrand tracks market share, pricing, promotion, and product placement data to help brands and retailers beat the competition and win their markets. OpenBrand is backed by ParkerGale. Learn more at openbrand.com.
About Comperemedia
Comperemedia is the leading competitive marketing intelligence platform in the U.S., providing cross-channel share of voice and direct mail intelligence to brands in financial services, insurance, telecom, and media. Learn more at comperemedia.com.
About Mintel
As a market intelligence agency, Mintel’s understanding of consumers, innovation and global markets gives their clients the clarity to act and the confidence to lead. With over 50 years of expertise and millions of data points, they fuse the real-world understanding of Mintel experts with cutting-edge technology to uncover patterns and predict the future. Next starts here. Visit mintel.com to learn more.
