Amaze swoops again
DIGITAL marketing company Amaze has bought London-based digital and eCRM specialist Underwired for an undisclosed sum.
The Manchester company, a subsidiary of AIM-listed Hasgrove, struck the four-year deal based on cash and shares. It said the acquisition was part of its strategy to strengthen its presence in the capital.
The deal marks the second acquisition in as many weeks for the company – last week it snapped-up digital technology consultancy and iPhone application developer MCL Digital, which has offices in Belfast and London.
The new company will be headed up by Felix Velarde, reporting directly into Amaze chief executive, Rod Hyde. The eCRM operation will continue to use the Underwired brand.
Underwired’s existing clients include News International brands, The Sun and Brand Alley, McCain Foods, Nickelodeon, The Economist Group and AAR.
Mr Hyde said: “In the current economic climate, eCRM is a critical element of the mix as brands seek to look after their customer base and provide a superior customer experience. We believe the silos applied to various digital disciplines are inherently flawed, so this deal means we can provide clients with seamless management of the customer journey across all digital touch-points.
“The expertise and best practice that Underwired brings to Amaze, along with the advantage of their presence in London, means we are now able to offer an even greater breadth of services to our diverse stable of clients. Underwired is the obvious eCRM partner for Amaze and we see a highly successful future ahead.”
Mr Velarde added: “Obviously we’re delighted to be joining an organisation with the ambition to bring highly strategic, results-driven service to some of the best brands in the business.”
