NEWS24 November 2020

Crowd DNA joins Strat7 group

Data analytics M&A News UK

UK – Global marketing and customer analytics consultancy Strat7 has acquired cultural insights and strategy firm Crowd DNA.

Merger acquisition jigsaw pieces_crop

The deal means that Crowd DNA will become part of Strat7’s portfolio of companies. The terms of the acquisition have not been disclosed, but there will be no changes in the leadership or structure of Crowd DNA as part of the agreement.

Strat7 was formed last year through the merger of ResearchBods, Bonamy Finch and LiFE, all of which have now adopted the Strat7 branding.

Crowd DNA provides customers with wider cultural context to help guide strategic decisions. The company operates in Amsterdam, New York, Singapore and Sydney, and was founded in London in 2008.

The two businesses have had a long-standing working relationship and have worked together on multiple projects over recent years.

Barrie Brien, chief executive of Strat7, said: “Both our companies have a mission to create rapid customer-centric growth for our clients by turning customer and market data into real-world knowledge, and knowledge into a competitive advantage.

“The complimentary fit of our culture, services, capabilities and our client lists deepens our ability to deliver just that.”

Andy Crysell, founder and chief executive of Crowd DNA, said: “All through the pre-deal conversations with Barrie and the wider Strat7 team, we’ve been excited by their understanding of what makes Crowd DNA tick, and the synergies across the group are clear to see.

“This creates a fantastic platform for us, and we’re looking forward to playing our part in growing the Strat7 group.”