Unlimited Group acquires insight agency Model Citizens

Unlimited Group is bolstering its data and analytics offering with the acquisition of independent agency Model Citizens, which has been rebranded Realise Unlimited.
The agency, launched in 2007 by former Aviva chiefs Stephen Welch and Ian Bobbett, assists brands in making data-driven decisions to maximise growth and profit.
It is claimed Model Citizens delivered over £250m in incremental benefits to over 100 blue chip companies since launch. Its clients include Sky, The Telegraph, Waitrose, Legal & General and Argos.
Realise Unlimited will sit centrally within the group and work across all the agencies – including TMW Unlimited, Prophecy Unlimited and Walnut Unlimited – which offer CRM, PR, social and influencer, B2B marketing, digital transformation, health and insight.
Realise Unlimited will also strengthen the group’s Unlimited+ in-house proposition as many of the team already work directly by the side of their clients.
Unlimited Group CEO Michael Richards said: “This is a monumental moment for the group and we are delighted to bring Realise Unlimited into the family. Advanced data analytics presents one of the most exciting opportunities in our industry and this acquisition gives us both the credibility and platform to super-charge our offering. We can now truly and forensically rip the lid off and turn our clients’ big data into even bigger profits for them.”
Realise Unlimited director Welch added: “Ian and I are very proud to be joining the Unlimited Group as it presents us with the opportunity to be part of the bigger picture. The partnership will give us the power we need to propel forward what we have spent over ten years building. Collectively we have the capacity to deliver exponential results.”
The acquisition follows last year’s purchase of B2B content and lead generation marketing agency First Base.
Earlier this year, Unlimited Group also signed a strategic alliance with Japan’s Hakuhodo Group and Germany’s Serviceplan Group to provide clients and prospects with a global offering based on local insight.