Callcredit Information Group is to take on the agency market after acquiring integrated digital marketing shop Latitude, as the company continues to expand beyond its core credit reference service.
Set up by Skipton Building Society in 2001, Callcredit initially launched to challenge Experian and Equifax – at the time, the UK’s credit referencing duopoly. But by May 2008, it had combined Callcredit, EuroDirect, GMAP Consulting, Legatio, Decision Metrics and Broadsystem to offer a broader range of services.
This latest acquisition was funded by the management team and private equity firm Vitruvian Partners.
The acquisition will see digital experience combine with Callcredit’s consumer data and marketing insight to create and deliver what the company claims will be “highly innovative, targeted digital marketing solutions”.
These data-driven digital services are designed to be an essential part of integrated campaigns that deliver efficient and intelligent marketing activities both online and offline.
Established in 2001, Latitude operates from offices in London and Cheshire. The 95-strong team offers cross channel consultancy and execution with native speakers in 15 languages and managing campaigns in more than 150 countries for clients in gaming, retail, telecoms, insurance, travel and more.
Chris Savage, managing director of Callcredit Marketing Solutions, said: “We provide our clients with a wide range of innovative marketing solutions and this acquisition helps us to deliver an even more comprehensive range of digital services. Organisations are devoting more of their marketing budget to digital marketing, increasing their spend to develop the channel fully and improve cross sell opportunities. By combining our extensive consumer data with Latitude’s digital services we’re confident that we can offer ground-breaking, highly targeted integrated campaigns.
Latitude is the third acquisition by Callcredit Information Group since the management buyout of the business in December 2009.
Results International, the leading M&A advisor to the marcoms industry, acted as advisor to Latitude on the transaction.
