Clearwater International has advised the management team of market leader Creator on its sale to marketing services and technology company Inspired Thinking Group (ITG).
Following its formation 10 years ago, Creator specialises in electronic customer relationship management (eCRM). Creator’s data management and analysis is already favoured by Virgin Media, Merck Sharp & Dohme and TUI Group.
Birmingham-based ITG, a portfolio company of Bridgepoint Development Capital, recently opened offices in New York and Chicago to expand its operation into the USA. The group already has a mature operation in Europe and currently manages the creation and distribution of Heineken’s below-the-line assets across more than 130 countries. ITG’s award-winning Media Centre technology helps to manage the marketing operations of major retailers and brands including M&S, Audi, Pets at Home and Renault.
In 2015, ITG made a significant investment in retail agency Vitamin, boosting its ability to offer high-level retail strategy and consultancy to new clients including Tesco and B&Q. This latest acquisition will enable ITG to offer a deeper level of marketing intelligence and customer insight to clients. Following the deal, ITG now employs over 500 marketing and technology specialists.
Clearwater International, led by partner Phil Burns with support from director Emma Rodgers, associate director Helen Lowe and associate Stephen Nemeth, advised Creator’s shareholders.