You & Mr Jones takes majority stake in Oliver and Inside Ideas Group

The Drum 10 Jan 2019 03:01
You & Mr Jones takes majority stake in Oliver and Inside Ideas Group

You & Mr Jones has acquired agency Oliver and its parent firm Inside Ideas Group as a means of building up its clients’ in-house digital capabilities.

Brandtech group You & Mr Jones was founded in 2015 by former Havas chief David Jones with a warchest of $350m to build new martech products. On Thursday 10 January, it announced the completion of the Inside Ideas Group acquisition deal although it did not disclose the fee.

The Inside Ideas Group is comprised of Oliver, Dare, Adjust Your Set and Aylesworth Fleming and boasts 1,500 staff, split in to 146 in-house teams in 36 countries. The acquisition brings $150m of annual revenue into You & Mr Jones, as well as clients including Adidas, Marriott, BMW, Microsoft, Virgin Media, 3M, Barclaycard, Google, The Guardian, PepsiCo, AXA and Manulife.

Most notable is Oliver’s partnership with Unilever’s U-Studios team, helping support in-house operations and reportedly aiding savings of 30% less than external agency work.

“Plugging Oliver’s in-house model – and its sophisticated content creation and management technology platform – into our You & Mr Jones tech ecosystem is a very powerful combination. Together, we can create enterprise-level marketing solutions at an unprecedented scale and transform profoundly how a brand does its marketing.”

“We had a great deal of interest in our business, but for us, the opportunity to be part of a brandtech group and to connect our in-house model to the world's leading marketing technology platform, was by far the most interesting.”

Last year You & Mr Jones snapped up Bafta-award winning firm Gravity Road.

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OliverThe Inside Ideas GroupDavid JonesMr JonesUnilever
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