Reputation analysis and media measurement firm Echo Research has been acquired by Ebiquity, the media and marketing insight company for an initial consideration of £3.5 million.

That figure could rise to £10 million if the firm hits demanding growth targets over the next two years. The Echo team and name will remain with Macleod joining Ebiquity’s executive committee.

With Echo providing insights into unpaid media and Ebiquity measuring the effectiveness of paid-for communications, both firms claim the acquisition will create a more complete offering to clients.

“Combining our reputation and communication research strength with Ebiquity’s leadership in advertising and media tracking is a natural and exciting progression,” said Sandra Macleod, CEO of Echo Research. “Together, we will present a compelling and unrivalled proposition on holistic and integrated measurement.”

Ebiquity CEO Michael Greenlees added: “Coming together allows us to adopt the joined-up approach that clients increasingly need.”

Ebiquity, having already announced higher than forecast revenues at its last interims, saw its shares increase by 1.5% to 93p on the news, an increase from 62p from this time last year.