Indicia, the marketing services group run by former Wegener DM and Carlson Managing Director David Perkins, has announced the acquisition of direct marketing agency Entire. The agency has two core offerings; Entire Data, a division dedicated to finding, understanding and targeting the right audience and Entire Creative, a team that is obsessed with developing the most powerful way to communicate with that audience. The deal will see Entire sit alongside Marketing Databasics and Results Europe, enhancing the combined group offering with creative, planning and increased depth of direct marketing expertise.
Established in 2000, Entire has delivered direct marketing campaigns for clients including Tourism Ireland, Reader’s Digest and P&O Cruises. The acquisition will not affect the day-to-day running of the business and board members and staff will remain in situ. The new ownership will see Entire broaden its offering with the support of the group, initially focussing on investment in digital.
Ian Stockley will remain as MD and will also join the Indicia Group board, predominantly representing Entire’s interests, but also contributing to the growth of the group. It is expected that a number of other marketing businesses will also join the group in due course, although Perkins has made it clear that a manageable, complementary collection of offerings is the Indicia Group’s main objective, rather than a large-scale network of potentially competitive companies.
David Perkins, Group Chief Executive, the Indicia Group says: “We’re looking to build on sound foundations in database management and analytics with Entire’s wealth of experience in planning, creative and data pools, in order to address the client challenges of today. What attracted the group to Entire was the way it grounds its work in rigorous data and creative planning methodology, its experience running one of the UK’s largest data co-operatives, its dedication to measurement of online and offline and the depth and breadth of staff experience across the business. I look forward to enhancing our offering with these elements and using Ian’s considerable experience to build a group of specialists that will complement and support one another.”
Ian Stockley, MD, Entire adds: “We have committed to this important next step in Entire’s development because the current and potential strength of Indicia’s offering allows us to realise our full aspirations as an agency more quickly. I’m looking forward to supporting and driving the vision of a complementary network to maximise the power of the synergies between the member companies. Entire is fiercely proud of its culture and client relationships and the ethos of the Indicia Group is very much in tune with our own. Ultimately, this meeting of minds and new group offering will enable our clients to reap the benefits”.
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