Leeds-based creative communications agency Gratterpalm, has acquired London based Underwired, the UK’s leading specialist CRM and Multichannel consultancy.
The acquisition will result in a combined fee income of £12 million and a combined headcount of 170, with a client base that includes ASDA, Greggs, P&G, Magners, Halfords, Travelodge, DFS and ESPN.
Commenting on the deal, Gordon Bethell, Managing Partner of Gratterpalm said: “With Underwired, we have found a great team with industry leading skills and expertise in an area that is key for all of our clients. Connecting all of our shopper marketing and campaign strengths with customer data and strategic planning means our clients can continue to stay ahead of their competitors. The ability for us to deliver across the whole customer journey, in every channel, is of critical importance.”
In September this year Underwired was voted 14th in the Recommended Agency Register (RAR) Elite Agency list.
Felix Velarde, Underwired’s co-founder, commented: “Multichannel thinking is a pressing reality for all of our clients. Brands and retailers need continuity, coherence and consistency throughout all stages of the customer lifecycle. This deal gives clients a highly competitive combination of multichannel strategy with outstanding instore, digital, mobile and advertising.
“Gratterpalm is 29th on the ‘Sunday Times Best SME To Work For’ list, and its culture reflects it. We are delighted to be working together to build a standout agency proposition.”
Advisers on the deal were Green Square, Gordons Brown Butler and Lewis Silkin.