NEWS15 November 2021

Edit acquired by Salocin Group

Data analytics M&A News UK

UK – Customer data business Edit has been sold to the Salocin Group in a deal financed by NVM Private Equity.

Mergers & acquisitions-crop

The deal, which saw NVM invest £14.8m, will also see Edit’s leadership team take a stake in the business.

The Salocin Group is a data-driven marketing services group, headed by serial marketing services and customer communications entrepreneur Nick Dixon.

Edit, formerly part of Kin + Carta, delivers unified data solutions, acquisition and retention campaigns for some of the world’s most recognised brands, including Jaguar Land Rover, Tesco Bank, The British Heart Foundation, and Shell. It works across sectors including retail, automotive financial services, and not-for-profit with a 120-plus strong team of data scientists, engineers, technology strategists, and planners based in London and Bath.

The company has more than 25 years of data, technology, and campaign management expertise, with a leadership team that is said to be “well-versed in scaling profitable marketing businesses”.

The deal is the first in a planned series of acquisitions by Salocin to facilitate the building of a data-powered marketing services group, focused on marketing technology, CRM, analytics, content development and media optimisation.

The deal will allow both Edit and Kin + Carta to maintain focus on their core competencies: Kin + Carta on enterprise-level technology, data, and experience products and services; and Edit on helping clients maximise the value of their first-party data.

Both businesses will continue to work closely together, principally in support of key strategic partner, Microsoft, as well as continuing to collaborate on major marketing, data and digital transformation programmes for both private and third sector clients.

Nick Dixon, executive chairman of the Salocin Group, said: “I have kept tabs on Edit from afar for several years, their clear strategic focus on maximising the value of first-party data, and their innovative award-winning campaigns for a wide selection of blue-chip clients covering different sectors, for both B2C and B2B, demonstrates their class-leading credentials. I look forward to contributing to the next phase of their growth.”

Peter Hodson, investment partner at NVM, added: “Edit is one of a very small number of companies that are able to bridge the worlds of data and marketing. Their strong heritage in first-party data and loyal customer base set them apart from their peers. We are excited to be on this journey with [the leadership team] and confident that... the business will achieve considerable growth over the coming years.”