Toronto-based agency Bond has acquired UK CRM agency Armadillo. Terms were not disclosed.   

Bond is a specialist in customer intelligence, loyalty, behavioral science and data and analytics that offers to help clients strengthen ties to customers, media partners and employees.  

Clients include Adobe, Bath & Body Works, Ford, Gap, McDonald’s, Sephora, and more.     

It said the acquisition strengthens its personalized marketing capabilities across nearly 200 million consumer profiles worldwide.   

Combined, the agencies have 850 employees across offices in North America and Europe. Together they offer what they say is a “fully connected engagement system,” that integrates analytics, predictive modeling, CRM and loyalty strategy, enterprise marketing technology, creative activation, and closed-loop performance measurement.  

Morana Bakula, CEO of Bond said the transaction “is a strategic leap forward in our intelligence-first mission...By fusing Bond’s data science and loyalty technology with Armadillo’s CRM and personalization expertise, we’re enabling brands to personalize every moment, optimize every investment, and grow every relationship.”  

Founded in 1993, Armadillo works with companies such as Disney, Nationwide Building Society, Greene King, Cunard, easyJet and Huel.   

With the agreement, Armadillo CEO James Ray will expand his duties becoming senior vice president-head of CRM, global. Jo Penn extends her UK role to become managing director, UK & Europe. Both Ray and Penn will continue to work with existing clients, along with Armadillo’s current leadership and employees. 

The company said that initially Armadillo would go to market as Armadillo, a Bond Company.