Digital agency continues growth strategy with latest acquisition
Manchester digital agency Kagool has acquired digital experience agency Delete, for an undisclosed sum, as part of its growth strategy to become the leader in marketing technology and digital experience.
Kagool is combining its strong engineering and technical heritage with Delete’s strategy, creative and UX expertise, in a deal that will strengthen both agencies’ offers while laying the foundations for scale and focused specialisms.
The acquisition will grow Kagool’s experience design and performance marketing capabilities while also adding consultancy as a key service to underpin clients’ digital strategies and platform solutions.
The deal gives the joint group a headcount of more than 160 people working across multiple offices, including London, Leeds, Manchester and Cardiff. Delete has offices in Leeds and London.
Chief executive Dan Berry will lead the overall group, while Tom Dougherty and Andy Ferries will lead the Delete and Kagool teams, respectively as managing director.
This acquisition is the first of many planned by Kagool, which has a growth strategy backed by a recent £6m investment by BGF.
Its growth is intended to give clients scale and specialisms across a range of services and digital experience platforms, while continuing to put first the transparency and customer intimacy often associated with smaller, more traditional independent agencies.
Dan Berry said: “I’m absolutely thrilled to have completed the acquisition of Delete and to welcome them to the team.
“The coming together of these two great companies will give our clients and prospects the very best in innovation, experience design and technical capability second to none.
“I’m also passionate about maintaining our customer focus and by acquiring Delete we are providing a market-leading offer for our clients’ ever-evolving CX and DXP needs. It also gives us the best possible platform, people and partnerships as the foundation of our exciting growth plans.”
Mark Walton, founder of Delete, said: “Delete has provided for me what I can only describe as an amazing and highly rewarding journey.
“I will always be grateful to the loyal individuals and their incredible talent that have made this great adventure possible.
“There comes a time as a leader where you must decide on what is right for the business, commercially, and what the future should look like for the people that define why the business exists.
“It is not an easy responsibility to have. I have known Dan professionally for many years – in February we began discussions by chance and what became clear very quickly was his vision very much aligned with my own personal aspirations.
“Fundamentally, bringing both Kagool and Delete together ticked every box.
“At a challenging time, Delete is one of the most highly-awarded agencies this year – we have continued to provide full employment, supported and delivered great results to our current clients and enjoyed fantastic aspirational new client wins.
“What a position and what a time to create this new opportunity for everyone. I can now rest with confidence that Delete’s new managing director, Tom Dougherty, with the Kagool Group support, will take the business from strength to strength.”
Tom Dougherty said: “This moment represents a key milestone in Delete’s evolution.
“For the last 20 years we have built and run an agency that has always, at its core, had an unwavering focus on delivering first-class digital products and services to our clients.
“To become part of an agency group that shares that philosophy and enables the growth of our joint capability is an exciting prospect for all.
“For many years Kagool has been an agency we have admired in the market for it’s leading technical offer, so to now have the chance to fuse that with Delete’s CX, Experience Design and Marketing services ensures we are primed and ready to kick on into our next exciting era.”