Waypoint is delighted to have advised US firm Decode_M on its sale to Penta, a stakeholder solutions firm combining intelligence and strategy capabilities. 

Decode-M joins Ballast Research, Hamilton Place Strategies, Flag Media Analytics, alva, and Gotham Research Group in the creation of Penta as a new entity.

The announcement follows a year of exciting growth and collaboration as the firms bring together industry-leading analytical and research capabilities with deep communications expertise.

As the newest addition, Decode_M brings innovative research methodologies and advanced analytics capabilities to the Penta team. Decode_M’s proprietary MFactor tool is the first of its kind to measure the cultural momentum of brands, products, people, and movements.

Proven problem solvers and data-driven storytellers, the Decode_M team will be an essential part of helping clients understand “What’s Next?” to drive growth and identify risks and opportunities for their businesses.

Penta comprises over 200 professionals in New York, London, Washington, D.C., and San Francisco, working to bring data-driven, strategic solutions to more than 200 clients. With the support of Falfurrias Capital Partners, Penta will continue to make acquisitions that will expand the firm’s global reach. The integration of Decode-M into Penta will be complete by the end of year following the conclusion of Ballast Research’s current research cycle.