Media Information, the company behind PR resource MediaDisk, has
merged with Swedish company BIT.
The consolidation of the two Observer Group subsidiaries has created a
rebranded unit called Waymaker. The brand, announced this week, will
cater for PR and IR firms.
Waymaker comprises four parts - Select, Publish, Collect and
Select incorporates MediaDisk and enables its clients to establish key
contacts in the media, finance, and the political and public affairs
Publish provides those targets - such as publications, websites and wire
services - with stories, via various electronic and traditional
Collect uses software to gather and archive all subsequent coverage,
while Analyse evaluates that coverage and provides analytical reports
that assess the impact of clients' press releases or events. The latter
is able to utilise the Observer Group's Romeike Media Intelligence
Waymaker MD Neil Palfreeman said: 'Being part of a larger group gives us
a solid support network and allows us to call upon a greater skill base.
This enables us to provide our clients with cost effective solutions for
all their communications needs'.
Media Intelligence owner Romeike Group was acquired by Observer Group in
1999. The group had a turnover of pounds 81m in 2000.