Following its recent acquisition of Omobono, The Marketing Practice has announced that it has now acquired Kingpin.

Kingpin brings several things to the table, including excellence in demand marketing through media, telemarketing, data and audience insight. TMP brings ABM and demand generation expertise, whilst Omobono brings experience in brand, creative and digital experience.

Combined, the trio will employ over 300 people in the US, UK, Germany and Australia, and working across clients including ServiceNow, Salesforce, Microsoft, Lenovo, SAP and Thomson Reuters. The deal, which is supported by Horizon Capital, comes at a time of major change in the B2B space, as marketing leaders are becoming increasingly accountable for driving revenue, and looking for new ways and channels to achieve growth.

Matt Harper, CEO of The Marketing Practice, had this to say: “This is an exciting moment for B2B marketing. It’s been clear from the outset that TMP and Kingpin share a vision for how the industry will develop. All our clients are asking for us to help their marketing leadership take more responsibility for growth. We can now do that with more confidence, by connecting the dots between brand, digital, media, ABM and demand marketing all underpinned by a total dedication to B2B. The reaction we’ve had from clients and our people has been hugely positive. They can see the opportunities there are to improve the way we go to market and the results we can create. It’s what clients and our teams are asking for. It’s a fabulous opportunity to redefine the way B2B services are delivered.” 

Mirza Fur, CEO of Kingpin, added: “Kingpin and TMP have been leaders in the growth B2B marketing space for over 20 years. Our results-driven ethos is the same, with a true focus around accountability for our clients. The complimentary offerings combined with TMP and Omobono coupled with our geographic positions align to the Kingpin ambitions, however in a much more accelerated and structured manner. That’s what made this conversation appealing from the beginning – the potential of what the combined offering delivers for our clients and the amazing growth and development opportunities for our teams is immense  – we can do so much more together, whilst protecting our strong combined culture and focus.”