SapientNitro has announced the acquisition of DAD, a leading independent digital and direct marketing agency headquartered in London. The acquisition is valued at £26 million in cash plus additional incentives.

DAD brings a unique approach and successful track record that helps marketers engage and acquire customers in a multi-channel, digitally driven world. As today’s marketplace creates both a real-time marketing and real-time sales environment, DAD brings a proprietary measurement framework and process to help ensure that marketing efforts generate the maximum return.

“Today’s consumers are exhibiting an ability and desire to move from browsing to shopping to buying in seconds,” said Sapient CEO Alan J. Herrick. “Linear marketing models no longer apply. Mobility is breaking down channel boundaries and significantly impacting how companies align marketing and sales activities. DAD has proven its ability to perform highly targeted strategies, tactics and measurement to drive consumer action in the moment.”

“In this complex, digitally enabled world, brand marketers must not only deliver high-impact creative, but also measurable creative that generates results,” said Ray Fine, founder and CEO of DAD. “Targeting consumers and identifying the winning formula for attracting their attention are more important than ever. At DAD, we have developed a proprietary framework to adjust marketing efforts on a real-time basis, keeping constant pressure on customer engagement and marketing ROI. This combination of digital immersion and direct response accountability has been our successful formula. I am thrilled to join SapientNitro, which is leading the way in today’s digitally disrupted world.”

DAD has been delivering results-driven, award winning direct response marketing for nearly 20 years. The company’s client roster includes some of the world’s largest and most sophisticated direct and digital marketers, such as GSK, Sky, and Vodafone.

“As brands continue to look for ideas and experiences to engage their target customers in an increasingly real-time marketing and sales environment, SapientNitro is building on our leadership position in multi-channel marketing and multi-channel commerce,” said Nigel Vaz, managing director of SapientNitro in the UK. “Our idea engineering approach, now enhanced by DAD’s real-time marketing capability, enables SapientNitro to create a one-of-a-kind, real-time communications and commerce offering to both engage consumers and sell products for clients.”

DAD employs approximately 200 people in London, Amsterdam, and Munich. Mr. Fine will join the SapientNitro European management team and will report to Mr. Vaz. DAD will adopt the SapientNitro brand in the marketplace.

Published on: 11:24AM on 9th September 2011