Tech group swoops for burgeoning marketing automation specialist

Stuart McGregor, group commercial director

Yorkshire-based IDHL – The Connected Agency Group – has acquired the e-mail marketing and marketing automation platform, Wired Plus, for an undisclosed sum.

Augmenting the Harrogate-headquartered group’s digital portfolio, the addition of Wired Plus will provide substantial opportunities within the marketing automation software market, which is anticipated to achieve $14.15bn worth of global spending by 2024. This is the first platform acquisition to be completed by IDHL.

A SaaS (software as a service) platform developed and hosted in the UK, Wired Plus offers a solution designed to help marketers make better marketing decisions.

Providing the tools to implement, execute and report on marketing automation strategies, the Burnley-based company helps marketing teams become more efficient, enabling them to spend extra time focused on campaigns that increase revenue, ROI and engagement, and less on unproductive marketing.

Managing Director Andrew Hardman will continue with Wired Plus alongside its team of experts. The firm intends to leverage IHDL’s infrastructure in order to grow and deliver further features which will create a positive business impact for clients.

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 they will be able to leverage our 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 Shopify Plus agency, Statement, nine months ago.

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

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