M&C Saatchi Group has acquired a majority stake in digital customer experience agency MCD Partners through its CRM and direct marketing agency Lida.
The New York-based agency will be led by MCD Partners co-founders Ian Magnani, John Caruso, and Wasim Choudhury.
Lida, which is based in London, will continue to be led by its chairman and Victoria Fox chief executive Matthew Heath. The deal illustrates M&C Saatchi Group’s continuing ambition to expand Lida into key global markets, which started with the launch of Lida Australia in 2014.
“Rather than just find a clone of LIDA in the US, we chose MCD Partners as their digital customer experience skills are a perfect partner for our own roots in CRM,” said Heath. “We are hugely excited about using this opportunity not only to grow into the US market, but also to enhance our talent and client capabilities in the UK and beyond.”
Together, Lida and MCD Partners’ will use their collective technologies and platforms to help it inform design processes and engagement strategies.
“Lida is an ideal partner for us, with our corresponding strengths, locations, and cultures. We value and respect each other’s unique identities, which we felt was crucial,” said Ian Magnani, partner and co-founder, MCD Partners.
“We’re thrilled to share our combined expertise with one another and with our clients, as we continue to grow and evolve in our new partnership.”