Tangent acquires customer insight agency Snowball

Tangent, the digital marketing business, has bought the leading customer insight agency Snowball for a maximum consideration of £3.2m in cash and shares.

The acquisition boosts Tangent’s offering in the area of data insight and analytics.

Snowball was founded in 2003 and provides customer management services to its clients, helping them to retain their existing customers by driving increased loyalty, retention and frequency.

It also works with its clients to identify and target relevant new customers through data insight.

In 2008, Snowball generated an adjusted pre-tax profit of £878k from revenues of £2.27m.

Clients of Snowball include Bang & Olufsen, Dunhill, Hulsta, Meridian and Trailfinders.

Combining the business with Tangent’s offering will increase the range of services available to all group clients spanning data, creative, campaign execution and analysis of both on and off line channels. Additional benefits include the potential to consolidate existing print work generated by Snowball clients in to Tangent’s Newcastle facility.

Tangent is paying an initial consideration of £1.03 million with a further consideration of £2.18 million in combination of cash and shares if targets are hit over the next three years.

Nicholas Green, joint chief executive, says: “The Snowball acquisition will transform Tangent’s skills in this area whilst opening up a completely new sales channel to Snowball’s own client base. The enlarged business will be uniquely placed to offer clients the range of services linking data, strategy, creative to execution, all underpinned by our proprietary technology platform.

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