Meltwater Partners with Vancouver's Strutta

The Meltwater Group, an online media intelligence company, and Vancouver-based startup Strutta Media, a developer of social marketing applications and analytics for online promotions, this week announced a strategic partnership. Meltwater will use the partnership to deliver a "more robust social media marketing offering," helping companies to "more effectively engage with their key stakeholders."

“As more organizations move customer promotions and digital marketing to social channels, understanding the subsequent impact on your brand becomes an integral element of a successful marketing campaign,” said Niklas de Besche, Executive Director, Meltwater Buzz. “This partnership represents an expanded focus for Meltwater, and by leveraging a category leader like Strutta, we’re positioning ourselves as one of the most powerful and unique social media marketing companies out there.”

“We’ve seen incredible demand for our solution in North America and our partnership with Meltwater will allow us to accelerate our growth worldwide,” said Ben Pickering, CEO, Strutta. “Partnering with companies such as Meltwater is our gateway to a broader audience. They have a proven track record for delivering solutions to a diverse range of clients that can take advantage of our social marketing applications. By partnering with a leading company like Meltwater, we’re validating our social solutions are best of breed.”

While the partnership is certainly a good step forward for Strutta, it's curious as to why Meltwater didn't simply acquire the startup. Afterall, Meltwater is an active acquirer, scooping up IceRocketJitterJam, and BuzzGain in the past year alone, and has stated that in the future it "intends to acquire more businesses and technologies to help further expand its product suite." Did Strutta turn down an offer? Or did Meltwater simply see more value in a partnership in this particular instance?

Vancouver, British Columbia, Canada

Strutta's industry leading technology connects brands with their target consumers through powerful social promotions. Its do-it-yourself tools allow agencies, brands and developers to easily create and manage interactive contests and sweepstakes. Strutta has powered award-winning promotions for top international agencies, Fortune 500 companies and small businesses. Clients include Microsoft,... more

Meltwater Group
Toronto, Ontario, Canada

Meltwater Group is a privately held Norwegian company committed to disrupting the status quo through novel technologies and a powerful, global sales and distribution infrastructure. Meltwater Group currently delivers business solutions based on search engine technology, cloud computing, and biometrics. Within the Meltwater family there are currently four business units focusing on converting... more

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Knowlton Thomas

Knowlton Thomas

Knowlton is the managing editor of Techvibes and author of Tempest Bound. Based in Vancouver, Knowlton has been published in national publications and has also appeared on television and radio. Previously he was an editor for New Westminster weekly The Other Press and served on its board of directors. When not working, Knowlton enjoys hiking, tennis, and martial arts. more

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