NEW YORK: Incepta, UK-based owner of the Citigate PR agencies, has
purchased US-based Global Intelligence and Security (GIS), adding to the
ranks of communications companies forging ties with the competitive
intelligence (CI) industry.
To GIS, the deal is worth up to $44 million over seven years.
In the past two years, PR agencies such as Fleishman-Hillard and Edelman
subsidiary PR21 have launched or bought CI offerings, adding value to PR
for clients through increased access to strategic information.
Competitive intelligence augments traditional information sources with
investigative work such as interviews and visits to industry events.
However, less ethical CI firms have resorted to rifling through
That was the case last year when Procter & Gamble hired a CI firm to
conduct research on competitor Unilever. The resulting scandal cost P&G
a multimillion-dollar settlement.