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 Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

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

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...
    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...