Digital and marketing firm SapientNitro buys London digital outfit DAD for £26m

Ambitious digital marketing firm SapientNitro, owned by the Boston-based and Nasdaq-listed business services company Sapient, is buying former London rival DAD for £26m plus earnouts.

Sapient also operates business in financial services and general management. It moved into direct marketing with the acquisition of London agency Nitro in 2009.

DAD began as a conventional direct marketing firm 20 years ago but now specialises in real-time digital and multichannel customer acquisition. The company also owns a proprietary measurement framework. Its UK clients include Sky and Vodafone.

“Today’s consumers are exhibiting an ability and desire to move from browsing to shopping to buying in seconds,” says Sapient CEO Alan Herrick. “Linear marketing models no longer apply and, as marketing success can now be more easily measured, we believe the most important measure is sales generated.”

DAD founder and CEO Ray Fine says: “It is the combination of digital immersion and direct response accountability that has been our successful formula. Today’s digitally disrupted environment creates real opportunity for new market leaders and I am confident that we will be among them.”

DAD employs approximately 200 people in London, Amsterdam, and Munich. It will be rebranded as SapientNitro and DAD boss Ray Fine will join the SapientNitro European management and report to SapientNitro UK managing director Nigel Vaz.

Vaz says: “Our idea engineering approach, now enhanced by DAD’s real-time marketing capability, enables SapientNitro to both engage consumers and sell products for clients.”

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