The Marketing Practice acquires 90octane, expanding US presence

By Sam Anderson | Editor, The Drum Network

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February 16, 2022 | 2 min read

B2B agency The Marketing Practice has acquired Denver-based strategic marketing specialists 90octane.

It is TMP’s third acquisition in the last six months, bringing headcount to over 400. 130 of those staffers are now based in the US, signaling TMP’s commitment to growth in that region.

90octane joins recent acquisitions, insight specialist Kingpin and digital experiences consultancy Omobono. The new addition’s portfolio will expand TMP’s demand generation and ABM offering.

With existing offices in the US, UK, Germany and Australia, the acquisition brings TMP into the growing hub of Denver. 90octane brings over 20 years of US-based strategic marketing, with existing relationships with tech giants Oracle and NTT, as well as Forcepoint, Honeywell and Visa.

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The acquisition run is helped along by private equity firm Horizon Capital’s £20m investment in TMP in 2021. Luke Kingston, partner at Horizon, said: “We are delighted to have supported The Marketing Practice in acquiring 90octane, the third acquisition since we invested in TMP. 90octane brings further scale and capability to our fast-growing US operations and will accelerate the already significant levels of organic growth in the group, which exceeded 40% in 2021. We look forward to continuing to support Matt Harper and his team on this exciting journey.”

TMP’s chief executive officer Matt Harper said: “The addition of 90octane to our business is great news for our global and US client base. We know that US-based B2B companies, like all our clients, are looking for more ways to bridge the gap between business strategy and marketing campaigns, with scalability and fewer relationships to manage ... This is an exciting time for both companies, with huge opportunities for shared growth on a global scale.”

Jim Grinney, partner at 90octane, added: “Joining with The Marketing Practice takes us to a global audience, helps us support our clients internationally and extends our capabilities on our home turf here in the US.”

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