Kalido, the creative and digital services division of ASX-listed IVE Group, has acquired customer analytics and marketing automation business JBA as part of the group's diversification strategy.
The acquisition builds on Kalido’s data and digital expertise and will strengthen its ability to deliver website analytics and optimisation, email and mobile marketing, marketing automation and targeted social advertising, according to an IVE Group statement.
As a data led marketing agency, JBA is at the forefront of harnessing behavioural insights and data science to deliver exceptional customer experiences. Key services include reporting, modelling customer behaviour, lifecycle communication and content personalisation.
“The acquisition of JBA is a key part of IVE’s ongoing diversification strategy which has been effectively executed over the last decade," said Warwick Hay, MD, IVE Group. "This acquisition will further enable IVE to deliver robust data and digital solutions, expand our execution capability and increase our strategic value with clients. We look forward to welcoming JBA to the IVE family.”
All existing JBA employees will remain with the business and continue operating from its Melbourne office. JBA will also retain its brand for the foreseeable future. CEO James Bennett will continue to lead the business, reporting to Kalido CEO Joel Norton.
“This is an exciting time for JBA to be joining Australia’s most diversified marketing communications group," said Bennett. "The acquisition provides IVE with a market leading customer analytics and marketing automation business to help deepen existing customer relationships. Joining IVE will give JBA an expanded client base and access to capital for continued growth, as well as add further value to our clients and provide new opportunities for all of our staff.”
Kalido CEO Joel Norton added, “JBA offers holistic data solutions to identify, visualise and respond to customer insight. They are experts in leveraging data to better understand and influence customer behavior, and support clients in driving optimum value from their marketing and data platform investments. JBA will further bolster Kalido’s ability to source comprehensive customer data and execute marketing programmes and improve customer experiences based on those insights."
The JBA acquisition follows two recent IVE acquisitions of print and communication specialist Fineline Printing, and direct communications service provider LCS Connect.
IVE Group includes four operating divisions – Kalido (creative and marketing services), Blue Star Group, Pareto Group (fundraising specialists - NFP sector) and IVEO (managed solutions). IVE employs 1,300 people across operations in Sydney, Melbourne, Brisbane, China and New Zealand.