MBO at CRM agency sets it up for massive growth

Mon, 05 Feb 2018

A management buyout at Bath-based customer relationship management (CRM) firm, Armadillo CRM is to result in major expansion of the company, according to the new owners.

Three of the business’s executives, Chris Thurling, the executive chairman; CFO Andy Brown and CEO James Ray have completed the management buyout. They now hope to make some major investments in its digital and data capabilities in order to achieve their target of 100 per cent growth over the coming five years.

Thurling says that the MBO at Armadillo, which claims to be one it the early pioneers of CRM, will add “real value” to its client base. The agency was founded back in 1992 and now employs 30 people.

Armadillo offers clients including Disney, the BBC, Arsenal Football Club and McDonald’s online and offline CRM expertise. The MBO allows the firm to fulfil what Ray described as the business’s “tremendous potential."

He added: "As experienced CRM specialists, we’re trusted by some of the world’s most successful brands, helping them exploit, protect and expand the value of their customer relationships.

"We now have the tools and expertise in place to scale up, whilst maintaining our essence as an agile, intuitive agency partner."


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