Bond strengthens global footprint with Armadillo acquisition

Toronto-based customer intelligence and engagement company Bond has acquired Armadillo, a UK relationship marketing agency. The acquisition expands Bond’s global reach and strengthens its ability to help brands activate data intelligence across nearly 200 million consumer profiles, powering AI-driven personalisation and loyalty growth strategies.

With the global CRM market projected by Fortune Business Insights to reach 262.74 billion US dollars by 2032, this partnership positions Bond to help brands meet rising consumer expectations for personalised engagement. The combined group now includes more than 850 specialists across North America and Europe, integrating expertise in analytics, predictive modelling, CRM, loyalty strategy, creative activation and performance measurement.

Morana Bakula, CEO, Bond: “We are thrilled to welcome Armadillo to Bond. This is a strategic leap forward in our intelligence-first mission. Businesses are under record-making pressure to do more with less. By fusing Bond’s data science and loyalty technology with Armadillo’s CRM and personalisation expertise, we’re enabling brands to personalise every moment, optimise every investment, and grow every relationship.”

Partnership strengthens data-driven marketing for global brands

Armadillo is known for creatively leveraging marketing technology to deliver effective customer journeys and personalised CRM programmes. Its client roster includes Disney, Nationwide Building Society, Greene King, Cunard, easyJet and Huel. The agency has also been the most awarded independent agency at the DMA Awards for the past four consecutive years.

Bond’s portfolio includes Adobe, Bath & Body Works, Ford, Gap, McDonald’s and Sephora. The acquisition accelerates Bond’s international expansion and enhances its position as a leader in customer intelligence and loyalty strategy.

James Ray, CEO, Armadillo: “Marketing is at a turning point. CCOs, CMOs, and CTOs are juggling huge pressure and huge opportunity. Together, we cut through the complexity, turning brand, tech, and loyalty into one seamless engine for growth. What excites us is how well our cultures and values click. Both agencies are led by people who live and breathe the work. This partnership will supercharge what we do, open new doors for clients, and bring together incredible talent.”

Armadillo leadership expands under Bond

In the UK, Armadillo will continue to operate under its own brand. James Ray will take on an additional role as SVP, head of CRM, global, while Jo Penn extends her managing director remit to include the UK and Europe. Both continue to work with existing clients and the agency’s management structure remains unchanged.

Bob Macdonald, founder and board chairman, Bond: “This acquisition substantiates our guiding principle that customer understanding drives long-lasting success. Our depth in loyalty, coupled with Armadillo’s creative and one-to-one marketing strengths, will provide clients with unparalleled engagement solutions that inspire customer action and deliver sustainable growth.”

www.bondbl.com

www.armadillocrm.com

Follow Marketing Report on LinkedIn