30 october 2020 – 06:23
Intracto Group lays a hand on the independent performance agency Booming for the expansion of its Amsterdam campus.
With the acquisition of the 25-man team, Intracto Group buys expertise that was under-represented in its Dutch branch. The group of companies with activities in Amsterdam, Rotterdam, Utrecht, Den Bosch and Eindhoven is building an integrated, full-service proposition in the areas of strategy, creation, content, marketing and technology. It is supported in this by investor Waterland.
The parties do not report how much money is involved in the acquisition.
With this step, Amsterdam will grow to around 130 employees and the intended campus will begin to take shape and substance. The entire Intracto Group, which originated in Belgium, consists of 925 people.
Booming specializes in marketing practices such as SEO, SEA, affiliate marketing, conversion optimization and develops expertise in lead generation, inbound marketing and marketplaces.
Founder Joey Fieggen explains: “We were not looking for a buyer, but were always open to discussions. We had a good connection with Intracto in terms of ambition and culture. We want to grow, but while maintaining quality. With both of us, the focus is on knowledge and people. What is also interesting is that we can help build Intracto Group. In the Netherlands they have only just started. ”
About becoming part of a group of companies: “Our expertise ties in well with other disciplines they have in-house. Synergy is possible and we complement each other in many areas. It is nice that we can offer our customers extra services. ” For example, where Booming manages campaigns on social media for customers, it can help them better with content, creation and campaign development.
Brian Hirman is jointly responsible at Intracto in the Netherlands for the further expansion of Intracto Group in the Netherlands and spot and talks to potential acquisition candidates.
Hirman said to Emerce, who and his partners sold their GUC Agency: “For the campus to be formed in Amsterdam, we were looking for strengthening in the field of performance. Within Intracto Group, such as in Den Bosch and on the campuses in Belgium, we already have this expertise in house. But to give shape to our philosophy of local campuses, we looked for a supplement in Amsterdam. The people at Booming also bring with them the necessary knowledge and a network, with which we can further develop and grow the domain of performance marketing within the group through buy & build.”
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