Digital marketing services firm Definition 6 has sold its global content distribution and digital PR agency TheNewsMarket to London-based media services company DMA Media.

The terms of the acquisition were not made public.

TheNewsMarket

Founded in 2000, TheNewsMarket provides broadcast media services, interactive news releases and satellite media tours, connecting agencies and their brands to a network of 36,000 media outlets in nearly 200 countries. The company, which was acquired in 2012 by Definition 6 for $25 million in cash and stocks, maintains offices in San Francisco, New York, London, Munich, Madrid, Ahmedabad and Mumbai. Clients include Adidas, IBM, Volkswagen, LEGO, IKEA, Google and PwC.

In 2009, TheNewsMarket rebranded as Synaptic Digital after the company acquired PR company Medialink. Following Definition 6’s acquisition of the combined entity, TheNewsMarket brand name re-surfaced for International clients, as well as U.S. clients using the company’s content hub www.thenewsmarket.com.

Now a brand within DMA, the company will henceforth be known as TheNewsMarket, part of the DMA Media Group. No TNM offices will close in light of the acquisition, and all TNM staff now become DMA employees.

DMA Media CEO Rob Beynon told O’Dwyer’s that the deal “was a great move” because both entities offer a complimentary skillset in news, live coverage and video production services for the TheNewsMarket’s global client base.

DMA now plans to use the www.thenewsmarket.com content hub to showcase data-based stories for major brands, Beynon said. TNM, in turn, will be supported by DMA’s in-house division DMA Productions and will also receive data-driven news content from UK-based data and media production shop Urbs Media, into which DMA has made a strategic investment.

DMA Media

“DMA has launched and managed dozens of news and factual TV and multimedia channels all over the world — in Europe, the Middle East, Asia and China — and we can put that knowledge and experience at the service of brands,” Beynon told O’Dwyer’s. “Our strategy is building out from the existing business, which we know is successful and robust, and adding new products and services. TheNewsMarket provides state of the art technology with media centers and support technology, as well as a route to tens of thousands of reporters, producers, bloggers, and broadcasters. It’s a tribute to what it does that brands like IBM, Adidas, IKEA, PwC, and Volkswagen are long standing clients. Now we can offer them even more.”

TheNewsMarket will also continue to provide its services to Definition 6. Beynon told O’Dwyer’s that DMA Media has worked with TheNewsMarket for three years as its international production partner.

“We will continue to have a very close relationship with Definition 6 and Synaptic Digital after the acquisition; they’ll provide services to TNM in the US and we will offer their services to global clients of TheNewsMarket and DMA, including the major broadcasters we work with. Over the years and currently, DMA has worked with news and programming divisions at the BBC, Sky, CNBC, Bloomberg, Reuters, AP, NDTV, Dow Jones and CNN. We think that being able to offer them the enterprise digital insights and knowledge of an agency like Definition 6 will be hugely desirable.”

London-headquartered DMA, which is Europe’s largest independent news services company, maintains a branch office in Abu Dhabi.