Tech group swoops for burgeoning Burnley operation

Dennis Engel, left, and Andrew Hardman

IDHL – The Connected Agency Group – has acquired the email marketing and marketing automation platform, Wired Plus, for an undisclosed sum.

Augmenting the Harrogate group’s expansive digital portfolio, the addition of Burnley-based Wired Plus provides substantial opportunity within the marketing automation software market, which is estimated to achieve $14.15bn global spend by 2024.

A SaaS (software as a service) platform developed and hosted in the UK, Wired Plus offers a market-leading solution which helps marketers make better marketing decisions.

The first platform acquisition to be completed by IDHL, Wired Plus holds significant mass-market appeal, yet maintains a strong tie to the values that underpin all their connected agencies, technical excellence and performance.

Providing the tools to implement, execute and report on marketing automation strategies, Wired Plus supports marketing teams in becoming more efficient, enabling them to spend more time focused on the campaigns that increase revenue, ROI and engagement, and less on unproductive marketing.

Managing director Andrew Hardman will continue with Wired Plus alongside their team of experts as they leverage the group’s infrastructure, looking to rapidly scale, grow and deliver further features and functionality that will create real business impact for clients.

Mr Hardman said: “We’ve always wanted to partner with a company that can support our journey in helping marketers to make better campaign decisions.

“I could not be more excited for Wired Plus to join the IDHL Group, there is a great synergy between our companies and IDHL’s wealth of experience will accelerate the achievement of our growth plans.”

IDHL chief executive, Dennis Engel, said: “Welcoming Wired Plus to the group brings significant opportunity and a number of firsts for IDHL – our first platform acquisition and our first product to operate a SaaS model.

“The team at Wired Plus have developed a market-leading software solution with wide market appeal; now able to leverage the group’s infrastructure, we look forward to providing the scale and support Wired Plus need to thrive.”

This latest addition to IDHL’s growing network of select agencies follows the acquisition of leading Shopify Plus agency, Statement, nine months ago.

Continuing IDHL’s growth trajectory, they remain committed to building upon their connected agency proposition, crafting a specialist group of expert agencies that, together, deliver standout digital solutions for clients.

The acquisition was supported by Squires Patton Boggs for legal advice alongside Grant Thornton Leeds who completed due diligence.