Digital experience agency Omobono acquired by The Marketing Practice

omobono joins tmp - mediashotz

The Marketing Practice (TMP) today announced its acquisition of Omobono, bringing together two of the most globally respected B2B agencies.

The deal unites a market-leader in Account Based Marketing and demand generation with the world-class digital, creative and brand capabilities of Omobono.

Omobono joins TMP

TMP said the combined group will employ 250 people with locations in the US, UK, Germany and Australia and working across clients including ServiceNow, Salesforce, Lenovo, SAP and Thomson Reuters. 

Supported by Horizon Capital, the deal comes at a time of significant change in the B2B market, as marketing leaders are becoming more accountable for revenue impact and looking for new routes to achieve growth.

This acquisition is the first step in a plan to integrate specialist B2B marketing businesses under the banner of The Marketing Practice, the firm said. 

Over time, acquired agencies will work together to the benefit of clients as a single organisation rather than within a network.

Matt Harper, CEO of TMP, said of the deal: “From our first conversation, it’s been clear TMP and Omobono have a shared passion for the potential of B2B marketing, and for delivering outcomes for clients. 

“We’ve known each other for many years and always respected one another’s strengths. I’m delighted we can now bring them together as one business.”

Better digital experience

Harper believes the combination of TMP’s brand of sales-savvy ABM and demand generation with Omobono’s ability to drive business growth through better digital experiences represents a unique opportunity for clients.

“It’s our clients I’m most excited for” he added. “The Omobono team really understands how to create stand-out digital experiences, and when we apply that to our core ABM and Demand Generation programmes, it’s got the potential to transform how we help our clients engage their customers and prospects to drive growth.”

Ben Dansie, CEO of Omobono, said: “This is the best move for our clients and our people. 

“We’re all striving to create more value for clients, and this partnership allows us to do that through deeper capability, particularly TMP’s ABM and demand generation skills, and through geographic reach.”

The deal is the first part of a plan to create a growth platform for B2B clients, bringing together high-end B2B marketing specialists to create a differentiated offering that reflects marketing becoming the “engine room for growth” in B2B businesses.

TMP aims to do that with the support of Horizon Capital, breaking the mould of mature B2B agencies joining large network agency groups. The acquisition of Omobono is the first step in this journey.