EngagedSciences, an Oxfordshire-based interactive marketing platform, has been acquired by Scott McNealy’s Wayin.

Co-founded by American businessman McNealy – who also set up computer technology company Sun Microsystemsin – in 2011, Wayin provides real-time marketing technology to help brands gain control over the social data.

Although the terms of the acquisition remain undisclosed. the news comes after the US firm closed a $15.4m investment round in September last year.

Speaking about the acquisition, Richard Jones, EngagedSciences CEO and incoming Wayin CEO, said: “Marketing strategies have relied too heavily on interruptive paid media advertising for far too long. Marketers must now create relevant and participatory brand experiences to earn trust and influence the path to purchase.

“The combined capabilities that Wayin and EngageSciences bring creates a category leader in this emerging space,” he added.

McNealy, who will remain active as Wayin’s executive chairman of the board, said: “While Wayin provides strong real-time capabilities, the combined solution will go much deeper by offering marketers the ability to gather data through polls, product feedback and reviews and other campaigns to further understand customers and drive results.”

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