A digital marketing firm has expanded its international reach by acquiring a business in New Zealand. Birmingham-based Inspired Thinking Group (ITG) has bought out marketing technology business Brand Machine which is based in Auckland.
The deal will help ITG accelerate its growth plans in the Asia-Pacific region where Brand Machine has worked with clients such as carmaker Hyundai and Kiwi Bank. Founded by Andrew Mitchell in 2013, the company has been a tech-reselling partner of ITG for the past five years.
The acquisition comes six months after Castle Bromwich-based ITG was acquired by UK private equity firm Bridgepoint since when it has launched a new 30,000 sq ft purpose-built photography, video and TV studio in the city.
The company employs around 1,000 staff at its HQ at Fort Dunlop and offices in London, the Netherlands and the US, working with brands such as Jaguar Land Rover, Heineken, Puma and Currys.
Founder and chief executive Simon Ward said: “We’re continuing to push ahead with the next stage of our global expansion with the acquisition of Brand Machine, giving us a more concrete presence in the Asia-Pacific region. With Brand Machine having been such a close partner for several years, I see this very much as a natural progression in our relationship and I’m looking forward to the opportunities that it will unlock in the near future.”
Mr Mitchell added: “Brand Machine is incredibly excited to have officially become part of the ITG family in what is a hugely significant step for our team and our clients. Together, we’ll be bringing world-class creative automation solutions to brands across the Asia-Pacific region.”
In a separate announcement, ITG has appointed Sue Mountford as chief executive of its services arm and Lennard Kooy in the same role to lead on technology, with Mr Ward remaining in place as overall group chief executive.
Mr Ward said: “As we stand on the cusp of a pivotal period of growth, it is essential that we give our services and technology the attention that they each deserve. This move will give us a clearer sense of direction as we progress, guided by two outstanding, highly experienced individuals in Sue and Lennard.”
