Gratterpalm has acquired London-based Underwired, with the pair to have a combined fee income of £12m.
The deal, advised by Green Square, Gordons Brown Butler and Lewis Silkin, will see the companies join to have a combined headcount of 170.
Gordon Bethell, managing partner of Gratterpalm, said: “With Underwired, we have found a great team with industry leading skills and expertise in an area that is key for all of our clients.
"Connecting all of our shopper marketing and campaign strengths with customer data and strategic planning means our clients can continue to stay ahead of their competitors. The ability for us to deliver across the whole customer journey, in every channel, is of critical importance.”
Added Felix Velarde, co-founder of CRM and multichannel agency Underwired: “Multichannel thinking is a pressing reality for all of our clients. Brands and retailers need continuity, coherence and consistency throughout all stages of the customer lifecycle. This deal gives clients a highly competitive combination of multichannel strategy with outstanding instore, digital, mobile and advertising.”
The client base for the two agencies include Asda, Greggs, P&G, Magners, Halfords, Travelodge, DFS and ESPN.