Armadillo CRM secures MBO and targets 100% growth

BArmadilloath-based agency Armadillo CRM, which works with brands including McDonald’s, hotels.com and Disney, has undergone a management buy-out led by chief executive James Ray, executive chairman Chris Thurling and chief financial officer Andy Brown.
The move, which coincides with the agency’s 25th anniversary, will see Armadillo CRM strengthen its team across the board, including investment in data and digital capabilities, as it targets growth of 100% over the next five years.
The 30-strong agency was founded in 1992, with Ray entering the business in 1996. He was joined by Thurling, the former owner of 3Sixty and chair of Bristol Media, in 2012 with Brown being appointed in 2015.
Ray commented: “This is an exciting step for Armadillo CRM which will allow us to fulfil our tremendous potential. As experienced CRM specialists, we’re trusted by some of the world’s most successful brands, helping them exploit, protect and expand the value of their customer relationships. We now have the tools and expertise in place to scale up, whilst maintaining our essence as an agile, intuitive agency partner.”
Thurling added: “Under our new management structure we plan to grow, strengthen the team in key positions and deepen our expertise and capabilities in CRM, adding real value to our client base.”

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