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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here