Buys for IgnitionOne and WPP

Digital marketing solutions firm IgnitionOne has completed the acquisition of marketing tech firm Knotice, adding data management and multi-channel digital messaging to its suite of solutions. Separately, WPP is to acquire a majority stake in UK-based digital tech consultancy Cognifide Ltd.

Knotice's cloud-based data management platform (DMP) includes actionable analytics; data consolidation from disparate sources; 'Data Fidelity' - the automatic enrichment of individual data profiles: Email CRM; and a 'robust' mobile data intake. CEO Brian Deagan says the companies share a vision of 'unified, integrated marketing... and of providing marketers with advanced technology to better understand and connect with consumers, closing the loop on end-to-end customer lifecycle management.'

IgnitionOne was formerly part of Japanese ad giant Dentsu but was bought out by management last summer. The latest buy continues a recent trend of DMPs being acquired and merged into more complete digital marketing operations. Including Oracle's purchase of BlueKai last month and Neustar's acquisition of Aggregate Knowledge last October.


Meanwhile WPP has agreed to acquire a majority stake in Cognifide, which specialises in content management and digital asset management technology, helping clients to 'create, manage and optimise measurable digital experiences'. Cognifide will operate as its own brand within WPP and will work with new sister companies including WPP Digital and Wunderman. The firm was founded in 2005, employs over 200 people and is headquartered in London with a major development centre in Poznañ, Poland. Unaudited revenues for the year ended 31st December 2013 were £8.8m. Web site: www.cognifide.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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