OpenBrand buys Comperemedia from Mintel in first push beyond durable goods
What's the deal? OpenBrandDealroom has a profile for this one. Try Dealroom → has acquired Comperemedia from MintelDealroom has a profile for this one. Try Dealroom →, extending its market intelligence platform into financial services, insurance, telecommunications, and media. Financial terms were not disclosed.
What do they do? OpenBrand builds real-time intelligence for consumer durable goods, tracking market share, pricing, and product placement for manufacturers and retailers. Comperemedia provides competitive marketing intelligence, giving brands visibility into direct mail campaigns, advertising spend, and cross-channel activity.
What changes? Comperemedia will operate as Comperemedia, an OpenBrand Company, with President Ben Dietz joining OpenBrand's executive leadership team. The deal is OpenBrand's first major move into new vertical markets.
What about customers? The companies announced a long-term data partnership to maintain continuity. Clients relying on both Comperemedia's intelligence and MintelDealroom has a profile for this one. Try Dealroom →'s consumer research will keep access to Mintel's insights.
Why this approach? Chief Executive Officer Greg Munves said both organizations focus deeply on specific industries rather than offering broad but "less specialized" market coverage. The combined platform pairs OpenBrand's product and pricing intelligence with Comperemedia's marketing analytics.
Mintel's view: Chairman Peter Haigh said Comperemedia had been "an important part" of the organization for years, adding that OpenBrand is well positioned to support its growth while preserving client relationships.
The signal: The deal reflects growing demand for data-driven competitive intelligence as companies lean on real-time insights to guide pricing, messaging, and customer acquisition. Rather than a generalized research platform, OpenBrand is betting on a vertical-focused model — expanding its customer base and portfolio while sticking to specialized industry data.
Read more: Citybiz
Image credit: Serpstat
