Canadian-based DATA Communications Management Corp (DCM) has acquired Australian brand tracking and social media insights agency, Zavy. The move is part of DCM's strategic expansion of its marketing technology products, services, and solutions portfolio.

Under the deal, Zavy will be integrated into DCM's suite of technology offerings, while retaining its branding, existing services, product offerings, and current staff. Financial terms have not been disclosed.

Zavy, founded in 2016 by research insights agency TRA, has a strong client roster across the financial services and retail sectors, including global and national brands such as Arnott's, Pizza Hut, Spark, ASB and Mitsubishi & Coopers. The acquisition will allow DCM to leverage Zavy's expertise and client base, as it seeks to optimise social media investments for its more than 400 enterprise clients and 2,000 small and medium-sized business customers.

"We are very excited to be joining DCM's team at a pivotal point in Zavy's growth journey," said David Bowes, Co-Founder and Managing Director of Zavy. "We can't wait to accelerate our business into the North American market targeting DCM's large enterprise client base backed by its highly skilled commercial sales team with deep digital experience."

The acquisition comes at a time when global spending by marketers on social media advertising is projected to reach US$219.8 billion in 2024, and grow at a CAGR of 3.86% to $255.8 billion by 2028, according to Statista. The social media analytics solutions and services market is expected to grow at a 24.9% CAGR over the next five years from US$4.8 billion in 2023 to US$14.7 billion in 2028, according to MarketsandMarkets.

"As brands of all sizes devote an increasing share of their marketing budgets to social media, the need for advanced social media technology and analytics and is critical to maintaining a pulse on brand health and performance and driving business value. We are excited to bring Zavy to the North American market to help marketers bring a strategic lens to their social media activity and ensuring a return on their marketing investments," said Richard Kellam, President & CEO of DCM.

Bowes also acknowledged the role of founding partner TRA in Zavy's success, stating, "As we turn the page to begin a new chapter for Zavy, I would like to acknowledge and thank our founding partner TRA and its team for their guidance and support since we established the business in 2016 and grew it into a market leading presence in the Australasian market with a strong client roster across the financial services and retail sectors."