Bay Area-based Greenberg Strategy will join the Tailwind Capital-owned LRW Group immediately and now be known as LRWGreenberg. The purchase expands LRW’s presence within the Silicon Valley tech community.

Andrew Greenberg (pictured) founded Greenberg Strategy in 1997 and has built the consultancy into a fully integrated qualitative and quantitative research firm working in particular with some of the world’s biggest tech companies. Its clients include Google, Facebook, Sony, Dell, Amazon and Microsoft.

Greenberg will remain with the company based in Emeryville, California as CEO of LRWGreenberg.

LRW Group president and COO, Jeff Reynolds, said: "There are a number of reasons why we’re eager to welcome Greenberg to our family, but the biggest reason is its ability to bring human understanding to businesses, especially tech businesses that all too often need human insights. It’s an approach that has guided Greenberg’s extensive track record of delivering impact on a global scale for Silicon Valley’s top players."

Greenberg added: "By joining LRW Group’s network of companies, and with access to a broader set of capabilities, we see big opportunities to deepen relationships with our current partners and to expand our relationships to businesses in CPG, financial services, media and other industries."

This deal is LRW Group’s seventh acquisition – and the fourth in the past 18 months. Most recently, LRW Group bought visual communication agency Killer Visual Strategies (previously known as Killer Infographics). In 2018, LRW Group acquired insights and strategy firm Kelton Global and customer experience and design firm Strativity Group.