Digital communications group Next 15 has augmented its repertoire of skills and experience with the acquisition of predictive analytics and data marketing specialists Planning-inc.
The transaction is worth an initial £6.3m for Planning-inc with the potential consideration rising to £15m by 2023 subject to performance over the intervening years, during which time Planning-inc will operate as a standalone brand within the Next 15 family.
To maintain continuity and stability for clients such as Argos, M&S and Sony the current senior management team will remain in post following the change in ownership.
Tim Dyson, CEO of Next 15 remarked: “Planning-inc's focus on using data science and analytics to inform and design great marketing programmes fits beautifully with our strategy.”
James Melhuish, MD of Planning-inc added: “By joining the Next 15 group we can tap into their proven expertise at helping data and technology focussed businesses scale, and we are tremendously excited at the prospect of our combined experience as well as the potential of collaborating with the other agencies within the group”.
In tandem with its takeover Next Fifteen has applied for a listing on the London Stock Exchange Aim market for smaller growing companies, a process expected to conclude by 16 January.
In July of last year Next 15 brought content and marketing specialists Technical Associates Group under its wing, also for £6.3m.