Experience design specialist Foolproof has acquired creative technology company Knit in a deal which is expected to see the combined group of more than 100 people turnover £10m in the coming year.
The move positions both Foolproof and Knit at the forefront of multichannel experience design and their combined capabilities will allow the companies to create compelling digital and physical experiences in-home, out-of-home, in-store and in-branch.
Launched in 2002 by Peter Ballard and Tom Wood, Foolproof uses consumer insight and data to drive an evidence-based approach to the creative design of digital products and services. The agency currently works for large UK and multinational clients such as Sony, HSBC, Shell, TSB, Eli Lilly and Domino’s.
Knit was launched in 2010 funded by Omnicom and will continue to operate under its own brand name from offices in Norwich and London. The agency harnesses new technologies to create unique brand experiences, building solutions that bridge both digital and physical worlds, developing campaigns for brands such as Nissan, BMW, Lucozade, John Lewis, HP, Asda and Volvo.
Peter Ballard, co-founder of Foolproof said: “The last decade has been about optimising digital and mobile platforms; the next ten years will be all about the marriage of digital and physical experiences. Adding Knit to the Foolproof group extends our service into this new world, where very few agencies currently have the skills and expertise to deliver genuinely multichannel and joined up experiences.”
Nick Thompson, MD and Founder of Knit said: “The most-hyped technology is often a solution in search of a problem, stuck in R&D or experiential marketing silos, too far from senior business decision makers. Joining Foolproof gives us the platform from which we can help more brands understand how new technology can be deployed into the most important areas of their business, and in a way which is firmly rooted in genuine customer needs.”
Thompson will continue to run the Knit brand on a day-to-day basis and no jobs will be lost as part of the deal.