Durrants' acquisition will enhance its media evaluation proposition by adding social media analysis and ROI metrics to its offerings.
Metrica, established in 1993, provides media analysis through its PR measurement products, services and consultancy to organisations across all sectors around the world.
Durrants MD Jeremy Thompson said: ‘We have seen significant growth in the demand for media evaluation over the past 12 months and invested heavily in our products. By bringing together the strengths and expertise of these complementary businesses, we will be able to provide our customers with an enhanced range of evaluation services.'
Metrica MD Richard Bagnall added: ‘This is a significant development for Metrica as we continue to grow our business. The synergies created by the Durrants' acquisition provide us with the opportunity to grow our customer base and offer our services to a wider market.'