Blueberry Wave has set its sights on international expansion as part of a wider deal which has seen marketing execution giant HH Global acquire a majority stake in parent firm Veriteva for an undisclosed sum.
The deal, which has been described as “mutually beneficial”, will allow HH Global to tap into Blueberry Wave’s data and analytics expertise while giving the latter access to HH Global’s creative execution, print procurement and tech capabilities.
However, it will also fund Veriteva’s expansion, which includes plans for a number of acquisitions in the market.
Set up by Nick Dixon and Rick Taylor in 2014, Veriteva acquired a stake in Blueberry Wave in December 2016. As part of the HH Global deal, Veriteva has now bought the remaining equity, while Taylor has stepped down and Dixon has become CEO of both Veriteva and Blueberry Wave.
Dixon said: “HH Global’s equity investment gives us the opportunity to materialise Veriteva’s strategy whilst also growing and developing Blueberry Wave to provide extended services and solutions through strategic partnerships and business growth.
“Our product expansion will include systems integration, analytics, performance marketing and CRM database marketing.
“HH Global has an impressive track record of sustained global growth and I very much look forward to working with the team.”
HH Global Group chief executive Robert MacMillan added: “We continue to focus on the growth of our core business and are constantly in dialogue with our clients about their requirements and changing needs.
“This acquisition will allow us to expand our service offering to provide data-powered marketing services to our clients. Following a thorough analysis of the market, we are confident that Veriteva is the perfect fit to support our service line expansion plans and complement our growth strategy.”
Dixon will be appointed to the executive board of HH Global, while MacMillan and HH Global group chief financial officer Edward Parsons will be appointed to the boards of Veriteva and Blueberry Wave.
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