Another Salesforce specialist gets snapped up – this time by IPG
IPG has become the latest agency holding company to snap up a SalesForce specialist.
IPG has acquired RafterOne, a Salesforce company based in New Hampshire / The Drum
RafterOne, a company that provides e-commerce services and SalesForce expertise, has been acquired by Interpublic Group (IPG) for an undisclosed sum.
The deal is the latest acquisition by an agency holding company for an e-commerce company or SalesForce specialist, following similar buys in recent months by WPP, Media.Monks, Dept, Dentsu and Havas Group.
With marketing spending on e-commerce rapidly increasing, agencies have been keen to improve their service offerings. RafterOne’s clients already include Skechers, Kind Snacks and The Company Store, supplying marketing commerce, CRM, cloud and data services. The firm employs around 500 staff and is based in Portsmouth, New Hampshire.
Philippe Krakowsky, chief executive officer of IPG, said: “Our clients are looking for partners that help them adapt strategies and find new ways to interact with customers across physical and digital environments.
“Salesforce has become a priority platform for marketers to thrive in the digital economy, and RafterOne delivers highly-personalized content that engages and converts in a measurable, precise and repeatable way.”
RafterOne will be ‘aligned’ with commerce agency MRM, an IPG spokesperson said, adding that “the combined offering will power Salesforce platform solutions across the holding company network and allow RafterOne to collaborate with the world’s top marketers to drive growth and scale through connected commerce.”
Media, data and ‘engagement solutions,’ IPG’s term for the services provided by subsidiaries such as MRM, accounted for well over a third of its revenue in the first half of 2022, and the company cited a Euromonitor study, which estimates the market for e-commerce will be worth trillions of dollars by 2026.
Kate MacNevin, global chairwoman and chief executive officer of MRM, said: “RafterOne brings an incredibly talented and specialized team into the IPG network, allowing us to deliver creative that works smarter for our clients and delivers against our promise to build meaningful relationships through innovation.
“This team has reimagined how we connect with audiences and ultimately deliver for clients. In combination with the work we do across our network, this positions us to drive industry-leading innovation.”