Toronto-based Bond, the leading customer intelligence-driven engagement company, has acquired Armadillo, an award-winning UK CRM agency.
The acquisition further strengthens Bond’s ability to help global brands activate intelligence across nearly 200 million consumer profiles worldwide, delivering AI-powered personalization, attributable revenue growth, and powerful loyalty programs.
It also amplifies Bond’s international footprint, in step with its expanding North American presence.
As the traditional marketing funnel continues to collapse, Adobe’s 2025 AI and Digital Trend Report, reveals that over 70% of consumers crave personalized experiences but only a third of brands deliver. Marketers, meanwhile, are being asked to produce personalized experiences that create value for their organizations, despite challenging macroeconomic conditions and shrinking budgets.
With over 850 specialists across North America and Europe, Bond and Armadillo now offer a fully connected engagement system. The suite of capabilities is integrated across advanced analytics, predictive modeling, CRM and loyalty strategy, enterprise marketing technology, creative activation, and closed-loop performance measurement.
“We are thrilled to welcome Armadillo to Bond,” said Morana Bakula, CEO, 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.”
Armadillo has built a reputation for unlocking martech to deliver innovative high-performing customer journeys and personalized CRM programs for big brands including Disney, Nationwide Building Society, Greene King, Cunard, easyJet and Huel. The company has been recognized as the most awarded independent agency by the DMA over the last four consecutive years.
Bond is known for deepening relationships between brands and their customers and employees to drive lasting growth. The company is the leader in customer intelligence, with decades of experience in loyalty, behavioral science, research data, proprietary frameworks, technology, and analytics. Clients include Adobe, Bath & Body Works, Ford, Gap, McDonald’s, Sephora, and many others.
In the UK, James Ray expands his leadership, becoming SVP, head of CRM, global. Jo Penn extends her UK role to become Managing Director, UK & Europe. Both Ray and Penn will continue to work with existing clients. The agency management line-up remains unchanged.
James Ray, CEO, Armadillo commented, “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.
He continued: “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.”
Source: Armadillo
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