SAN FRANCISCO: The founders of and senior figures previously employed by Yahoo and Sky are backing a new company aiming to help brands make the most of the microblogging service Twitter, and which has signed up clients including Virgin Media, Paramount, Universal, and Warner Music.

Twitter Partners will offer software to its customers enabling them to track consumer sentiment on the popular website, as well as helping to "broker brands onto the platform."

It was founded by investor Peter Read, and its board includes Martha Lane Fox and Brent Hoberman, the creators of

Other "advisors" include Scott Gallacher, formerly online marketing director of Sky, and Tony Coppel, previously Yahoo's European vice president and managing director of Europe and Canada.

Its "consultancy partners" also feature members of Omnicom Group, Aegis and Razorfish.

Read argued that Twitter "has been bombarded by approaches," but only has around 30 employees, the majority of which are engineers, meaning it is "only just starting to hire business people."

As a result, he suggests that the microblogging service is "excited about the likes of Procter & Gamble and record labels approaching it but doesn't have the people to handle this interest, so it's happy to send them our way."

Data sourced from Daily Telegraph; additional content by WARC staff