Unlimited Group snaps up consultancy Model Citizens
Digital marketing giant Unlimited Group has snapped up consultancy Model Citizens as it looks to boost its data analytics offering.
The acquisition, believed to be worth several million pounds over the next four years, is Unlimited’s second takeover in the last year and marks its focus on data-driven marketing communications.
Model Citizens, which was launched in 2007, will rebrand to Realise Unlimited and operate across all the group’s agencies.
Unlimited Group chief executive Michael Richards said: “This is a monumental moment for the group and we are delighted to bring Realise Unlimited into the family.
“Advanced data analytics presents one of the most exciting opportunities in our industry and this acquisition gives us both the credibility and platform to super-charge our offering.”
Model Citizens, which offers data analytics services, has worked with more than 100 blue chip companies since its launch.
The acquisition comes amid growing scrutiny over how companies handle data, as new GDPR regulations and an ongoing controversy about tech giants’ use of data have put the issue under the spotlight.
Stephen Welch, director of the newly-formed Realise Unlimited, said: “Myself and my co-founder, Ian Bobbett, are very proud to be joining the Unlimited Group as it presents us with the opportunity to be part of the bigger picture.
“The partnership will give us the power we need to propel forward what we have spent over ten years building. Collectively we have the capacity to deliver exponential results.”