SQAD Merges With Workhorse Software
August 14, 2014 at 4:01 AM (PT)
Media cost analysis firm SQAD has merged with WORKHORSE SOFTWARE, with the combined company, remaining under the SQAD name, offering a suite of products for media planning and advertising cost analysis. WORKHORSE is the parent of MEDIATOOLS, the media ad buying software system. WORKHORSE Pres. KEN GREEN will serve as President of the merged company, with SQAD CEO NEIL KLAR remaining as CEO.
GREEN said, “This is a natural partnership, as SQAD has worked alongside us for many years,. Not only do we share common clients, we also share a vision on how we want to expand and serve the evolving media industry over the next several years.”
KLAR added, “This transaction comes in direct response to the industry’s current need for integrated data and business systems. As the media landscape continues to evolve, our collective goal is to develop flexible and integrated media planning and performance solutions that enhance transparency and efficiency within an integrated platform, incorporating solutions for both new and traditional media.”
SQAD investor CLARION CAPITAL PARTNERS Managing Dir. DAVID RAGINS said, "Integrating the outstanding management teams and industry leading products of these two companies is a big step in developing consolidated global solutions to address media fragmentation and advertising transparency.”