Lida acquires US agency as expansion continues

heathLida is opening its first US office after acquiring a majority stake in digital customer experience agency MCD Partners, with backing from parent company M&C Saatchi.
The US offering will be led by MCD Partners co-founders Ian Magnani, John Caruso, and Wasim Choudhury. The agency has 120 staff, with offices in New York and Chicago and a client base which includes Discover Financial Services, Samsung, and Johnson & Johnson.
Lida’s will continue to be led by its London chairman Matthew Heath (pictured) and chief executive Victoria Fox.
The agency claims the acquisition brings together their complementary areas of expertise, resulting in a full suite of offerings from omnichannel advanced data analytics and CRM to user experience design and creative digital marketing.
The move follows the launch of an Australian division in July 2014; the agency now has 50 staff, with seven clients including CommBank, Lexus, Freedom, and Google.
“Rather than just find a clone of Lida in the US, we chose MCD Partners as its digital customer experience skills are a perfect partner for our own roots in CRM,” said Heath. “We are hugely excited about using this opportunity not only to grow into the US market, but also to enhance our talent and client capabilities in the UK and beyond.”
MCD Partners’ Magnani added: “Lida is an ideal partner for us, with our corresponding strengths, locations, and cultures. We value and respect each other’s unique identities, which we felt was crucial.”

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