Canadian marketing agency group swoops for Armadillo

Bristol-based agency Armadillo, which has long given the major London agencies more than a run for their money, has been acquired by global customer intelligence-driven engagement company Bond Brand Loyalty for an undisclosed sum.

Founded in 1992, Armadillo works with a number of major brands including easyJet, Nationwide, Greene King, Cunard, Disney, 1^st Central and Huel. It was the subject of management buy-out led by chief executive James Ray, executive chairman Chris Thurling and chief financial officer Andy Brown back in 2018.

Meanwhile, Toronto-based Bond was launched in 1980 and operates across eight offices throughout North America and Europe. It has over 800 staff and specialises in customer intelligence, with experience in loyalty, behavioral science, research data, proprietary frameworks, technology, and analytics. Clients include Adobe, Bath & Body Works, Ford, Gap, McDonald’s and Sephora.

The acquisition is designed to strengthen Bond’s ability to help global brands activate intelligence across nearly 200 million consumer profiles worldwide, delivering AI-powered personalisation, measurable revenue growth, and powerful loyalty programs.

The new partnership will aim to help brands accelerate growth as consumer expectations outpace traditional marketing.

According to Adobe’s 2025 AI and Digital Trends Report, over 70% of consumers crave personalised experiences but only a third of brands deliver. Meanwhile, today’s marketers are challenged to create personalised experiences that drive real value, despite shrinking budgets and economic headwinds.

With specialists across North America and Europe, Bond and Armadillo will now offer a fully connected engagement system, integrating advanced analytics, predictive modelling, CRM and loyalty strategy, enterprise marketing technology, creative activation, and closed-loop performance measurement.

In the UK, Armadillo will retain its brand, with CEO James Ray adding to his role to become SVP, head of CRM, global. UK managing director Jo Penn extends her role to become MD of UK and Europe. Both Ray and Penn continue to work with existing clients and the UK management line-up remains unchanged.

Ray (pictured, right) said: “Marketing is at a turning point. CCOs, CMOs, and CTOs are juggling huge pressure and huge opportunity. Together, we cut through the complexity, turning brand, tech, and loyalty into one seamless engine for growth.

“What excites us is how well our cultures and values click. Both agencies are led by people who live and breathe the work, with clients, creativity, and the business front and center. This partnership will supercharge what we do, open new doors for clients, and bring together incredible talent. It’s a perfect love match: same vision, same passion, all totally connected to the work and our clients.”

Bond chief executive Morana Bakula (pictured, left) added: “We are thrilled to welcome Armadillo to Bond. This is a strategic leap forward in our intelligence-first mission. Businesses are under record-making pressure to do more with less.

“By fusing Bond’s data science and loyalty technology with Armadillo’s CRM and personalisation expertise, we’re enabling brands to personalise every moment, optimize every investment, and grow every relationship.”

Bond founder and board chairman Bob Macdonald: “This acquisition substantiates our guiding principle that customer understanding drives long-lasting success. This is even more important today than when we were founded, and Bond continues to get more sophisticated at unlocking greater value for consumers and businesses.

“Our depth in loyalty, coupled with Armadillo’s creative and one-to-one marketing strengths, will provide clients with unparalleled engagement solutions that inspire customer action and deliver sustainable growth.”