Digital marketing agency Feed joins Dept

Caryle-backed digital agency Dept will acquire The Feed Group, in what will be its fourth acquisition of the year.

The announcement:

Feed is an award-winning agency specialising in delivering hyper-personalised, content at scale for forward-thinking global brands such as eBay, Gumtree, and Ancestry.com. With over 200 experts across offices in London, Manchester, San Francisco, Berlin, Sydney, Paris, and Toronto, Feed will accelerate its global growth by joining Dept, one of the fastest growing digital agencies in the world.

Feed delivers transformational growth for clients, helping them build relationships with their customers throughout their entire lifecycle. Using a combination of CRM, Onsite, Social and Digital Advertising, its proprietary creative automation technology and omni-channel planning uses rich, consumer insights to generate and deploy hundreds of thousands of effective executions a month, facilitating testing at scale and truly personalised communications.

“In a shifting digital advertising landscape, the pace of content production is relentless and ever growing,” said Dimi Albers, CEO of Dept. “With the help of Feed’s expertise, proprietary tech and longstanding client partnerships, we are able to further accelerate our global creative automation practice. And with the strength of our Ada by Dept platform, we can further pioneer in this area.”

Founded in Amsterdam in 2015, digital agency Dept has quickly grown across the globe, from 150 people in The Netherlands to more than 2,000 people in seventeen countries across five continents. In this period, Dept’s revenue has grown by +1600% thanks to its work with brands such as Patagonia, ASOS, Bose, Google, Triumph Motorcycles and Nikon.

Matt Lynch, Founder, The Feed Group: “As the next step for Feed, we wanted to offer our amazing clients new skills, deeper expertise, and opportunities for innovation. Joining with Dept allows us to do that in a way that’s culturally aligned, authentic and with a shared set of values that make us feel like we’re already home.” Now part of Dept, The Feed Group will continue to operate under the leadership of its Founder, Matt Lynch, and its existing management team.

Backed by investment firm The Carlyle Group, this is Dept’s fourth acquisition of the year following marketing technology agency Byte in February, US-based software consultancy Devetry in April, and Croatian development agency Blazing Edge in July. Dept has also recently announced its expansion into Asia Pacific, headed up by former Havas Group CEO Vishnu Mohan.

Source: Dept media release


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