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. Over time, acquired agencies will work together to the benefit of clients as a single organisation rather than within a network.
“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” said CEO of The Market Practice, Matt Harper.