Bond, a leading customer intelligence-driven engagement company backed by Mountaingate Capital, has acquired Armadillo, the UK-based award-winning CRM agency known for its expertise in data-driven personalization and loyalty strategy.

The acquisition marks a major expansion of Bond’s global footprint, combining AI-powered intelligence, CRM strategy, and creative activation to help brands personalize every customer interaction and drive measurable growth. Together, the two companies now manage nearly 200 million consumer profiles and employ over 850 specialists across North America and Europe.

Uniting Data, CRM, and Loyalty for Smarter Engagement

The combined entity delivers a fully connected engagement system spanning predictive analytics, CRM and loyalty strategy, MarTech enablement, and performance measurement. By integrating Armadillo’s CRM expertise with Bond’s loyalty and intelligence platforms, the companies aim to help brands unlock precision personalization and improve customer lifetime value.

“By fusing Bond’s data science and loyalty technology with Armadillo’s CRM and personalization expertise, we’re enabling brands to personalize every moment, optimize every investment, and grow every relationship,” said Morana Bakula, CEO of Bond.

Armadillo’s Award-Winning Legacy

Founded in 1993, Armadillo has become one of the UK’s most awarded independent CRM agencies, recognized by the Data and Marketing Association (DMA) for four consecutive years. The agency’s client roster includes Disney, easyJet, Nationwide Building Society, Greene King, Cunard, and Huel — brands that rely on its MarTech-driven personalization to deliver measurable business results.

James Ray, formerly CEO of Armadillo, will assume the role of SVP, Head of CRM, Global at Bond, while Jo Penn becomes Managing Director, UK & Europe. Both will continue to oversee client relationships and lead integration efforts alongside existing leadership teams.

Expanding Bond’s Global Growth Strategy

The acquisition reinforces Bond’s position as a global leader in customer intelligence, loyalty, and behavioral science. The company’s existing client base includes Adobe, Ford, McDonald’s, Sephora, and Gap — brands that rely on its proprietary technology and analytics to deliver high-impact engagement programs.

“This acquisition substantiates our guiding principle that customer understanding drives long-lasting success,” said Bob Macdonald, Founder and Chairman of Bond. “Our depth in loyalty, coupled with Armadillo’s creative and one-to-one marketing strengths, provides clients with unparalleled engagement solutions that inspire customer action and deliver sustainable growth.”

A Unified Vision for Intelligent, Connected Growth

According to Ray, the integration is more than a merger of capabilities — it’s a cultural fit. “Marketing is at a turning point,” he said. “Together, we cut through complexity, turning brand, tech, and loyalty into one seamless engine for growth. It’s a perfect fit: same vision, same passion, all totally connected to the work and our clients.”

The move underscores Bond’s ongoing expansion strategy, further enhancing its ability to provide fully integrated, intelligence-first marketing solutions to global enterprises.

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