"Invariably, we're finding that our clients have the technology, they've invested in it, but they don't necessarily have the bandwidth to be able to leverage it," he says."
"What we're trying to do is put a group of businesses together that can help them with that. We want to be able to look at all the customer touch points that are attached to that martech stack and make sure we have a business in our group that is an expert in that slice of the stack."
"The thing that connects us is the data; that tells us which campaigns work, which approaches work, which don't. We are moving towards a branded house, rather than a house of brands approach. There will be something - at the moment it's all behind the scenes - that connects us all."
Brandwidth Group acquired London-based social content business Cubaka to accelerate expansion into the customer experience sector and address gaps in creative capability. CEO Jason Jones reported 70% organic growth last year and expects the Cubaka deal to maintain momentum. Clients often possess martech but lack the internal bandwidth to leverage it, so Brandwidth aims to assemble specialist businesses covering customer touchpoints attached to clients' martech stacks. Cubaka will retain its name, absorb Next 15 social content agency Mighty Social, and relocate to Brandwidth's London offices. The group already shares data infrastructure and is moving toward a branded-house model. Clients include Toyota and Mattel.
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