Home  › Marketing › Strategies

DAD's New Parent Is SapientNitro

  |  September 8, 2011   |  Comments

Boston ad company buys British house for $42 million.

London-based Digital and Direct (DAD) was acquired by the global advertising and technology firm SapientNitro today for £26 million, or roughly $42 million.

DAD brings a proprietary campaign measurement platform to Boston-based SapientNitro as well as notable U.K. brand clients like GSK, Sky, and Vodafone. DAD has been in the direct response marketing business for 20 years and employs 200 in London, Munich, and Amsterdam. It will fold its brand into the new parent, while CEO Ray Fine reports to SapientNitro's U.K. managing director Nigel Vaz.

Fine said in a prepared statement, "This combination of digital immersion and direct response accountability has been our successful formula. I am thrilled to join SapientNitro, which is leading the way in today’s digitally disrupted world."

Meanwhile, there's been a flurry of acquisitions by agencies like SapientNitro during 2011. Last month, WPP Digital purchased Arkansas-based shop Rockfish Interactive. That deal followed on the heels of Publicis' purchase of 51 percent of Big Fuel, a New York-based social media shop that has grown from 30 to 170 employees in the last 18 months.

Earlier in the year, WPP acquired a stake in F. Biz, a digital agency in Brazil. Prior to that, it wrapped up four of its digital agencies - Schematic, Bridge Worldwide, BLUE, and Quasar - into a single unit known as Possible Worldwide.

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Resources

Jobs