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.


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!



Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.




  • SEO Specialist
    SEO Specialist (Marcel Digital) - ChicagoSearch Engine Optimization (SEO) Specialist   Marcel Digital is an award winning digital marketing...
  • SEO / SEM Manager
    SEO / SEM Manager (CustomInk) - FairfaxAre you a friendly, motivated, and inquisitive individual? Are you a positive, out-going leader? Are you...
  • SEO Analyst
    SEO Analyst (XO Group) - New YorkSEO Analyst @ XO Group About this Job, You and Our Team: The XO Group SEO Team is looking for you, a passionate...