Bond, a customer intelligence-driven engagement company backed by Mountaingate Capital, has acquired Armadillo, a UK-based CRM and relationship marketing agency. The acquisition enhances Bond’s end-to-end customer engagement offering by integrating Armadillo’s CRM and personalization expertise with Bond’s loyalty technology, data science, and enterprise marketing capabilities.
Bond and Armadillo now combine a team of more than 850 specialists across North America and Europe. The integrated organization will support brands in activating intelligence across nearly 200 million consumer profiles, helping clients drive personalized customer experiences, measurable revenue growth, and enterprise-scale loyalty programs. This combined offering includes advanced analytics, predictive modeling, CRM strategy, loyalty design, marketing technology, creative execution, and continuous closed-loop performance optimization.
The acquisition expands Bond’s international footprint and strengthens its ability to support global clients seeking to unify data, marketing operations, and customer experience investment. Armadillo brings a long-standing track record in CRM performance for brands such as Disney, Nationwide Building Society, Greene King, Cunard, easyJet, and Huel. The agency has been recognized as the most awarded independent firm by the Data and Marketing Association for four consecutive years.
Bond collaborates with prominent brands such as Adobe, Bath & Body Works, Ford, Gap, McDonald’s, and Sephora. The company focuses on helping brands deepen customer and employee relationships through the application of behavioral science, analytics, and loyalty strategies.
As part of the transition, James Ray will become SVP, Head of CRM, Global, and Jo Penn will serve as Managing Director, UK and Europe. Both will continue to support existing clients alongside Armadillo’s leadership team.
The acquisition reflects Bond’s continued strategic expansion and its commitment to offering fully integrated solutions that grow brand loyalty and measurable commercial outcomes.
KEY QUOTES
“We are thrilled to welcome Armadillo to Bond. This is a strategic leap forward in our intelligence-first mission. Businesses are under pressure to do more with less. 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.”
Morana Bakula, CEO of Bond
“Marketing is at a turning point. CCOs, CMOs, and CTOs are juggling huge pressure and huge opportunity. Together, we cut through the complexity, turning brand, tech, and loyalty into one seamless engine for growth. What excites us is how well our cultures and values click. Both agencies are led by people who live and breathe the work, with clients, creativity, and the business front and center. This partnership will supercharge what we do, open new doors for clients, and bring together incredible talent. It’s a perfect fit: same vision, same passion, all totally connected to the work and our clients.”
James Ray, CEO of Armadillo
“This acquisition substantiates our guiding principle that customer understanding drives long-lasting success. This is even more important today than when we were founded, and Bond continues to get more sophisticated at unlocking greater value for consumers and businesses. Our depth in loyalty, coupled with Armadillo’s creative and one-to-one marketing strengths, will provide clients with unparalleled engagement solutions that inspire customer action and deliver sustainable growth.”
Bob Macdonald, Founder and Chairman of Bond
