The acquisition will expand Telmar’s media planning and audience analysis capabilities through the addition of Helixa’s platform, IP and AI capabilities.

The new ownership will give Helixa access to resources to accelerate global expansion, enhance its media planning capabilities and develop activation solutions. As a part of the deal, Helixa chief executive Florian Kahlert will join Telmar’s executive team and Helixa’s senior management will continue to support the company as part of the new enlarged organisation.

Initially, Helixa’s clients will be provided with a greater depth of media planning tools, along with the ability to access thousands of global data sets and a variety of media planning solutions that address specific channels such as Audio, Video, OOH and spot optimisation.

Additionally, Telmar’s clients throughout North America, Europe, Asia and Africa will gain access to Helixa’s ability to use social data to provide research insights into audiences’ demographic and psychographic engagements and behaviours, as well as segmentation.

“Telmar’s acquisition of Helixa marks an exciting stage of growth and innovation for our clients, our teams and the media planning sector as a whole”, commented Telmar chief executive James Ingram. “Our expansion into social media intelligence, combined with our current audience measurement, analysis and media planning tools, offers users valuable insights into deeper human and consumer behaviour.”