Acquisition creates a 160-person global agency focused on creatively led, data-driven marketing
Digital marketing group Luxid has acquired TriComB2B, a U.S.-based integrated agency focused on business-to-business (B2B) marketing. The acquisition accelerates Luxid’s growth by increasing its business in the U.S. and adding substantially to the company’s marketing value proposition.
Backed by private equity, the addition of TriComB2B’s business marks an important step in intensifying Luxid’s growth and achieving its vision to become a leading global B2B agency. The company now has more than 160 employees, led by CEO Pasi Voho. TriComB2B principals Chris Eifert and John Buscemi will lead Luxid’s U.S. business, serving as managing directors.
TriComB2B brings key experience in public relations and enhances Luxid’s expertise in brand strategy, creative and digital media. This significant addition to Luxid’s solutions dovetails with the agency’s other capabilities in marketing technology optimisation, data analytics and artificial intelligence (AI)-powered predictive marketing.
“In 2022, the merger of ID BBN and Luxus — now Luxid — created a powerful data-driven marketing services business that aligned with the market need for simplified, effective marketing activities,” said Voho. “Our strategic aim was to leverage the growing demand for this capability in B2B, while also capitalising on the long-term growth potential we see in the U.S. TriComB2B strengthens our B2B positioning in the U.S. and builds on the momentum created by the merger of ID BBN and Luxus.
“We see long-term growth potential in the United States, as the country is experiencing a new era of industrialisation,” continued Voho. “Marketing and sales sit at the top table in U.S. business. And as key drivers of business growth, they’re on the daily agendas of most American corporate leaders. This presents a fantastic opportunity for a technology-enabled company headquartered in Finland — with expertise in automation and predictive capabilities — to meet the needs of U.S. companies.”
He added: “The acquisition of TriComB2B is a significant step towards Luxid’s goal of becoming one of the world’s leading data-driven marketing companies.”
Luxid and TriComB2B had discussed the possibility of joining forces for more than a year. Employees from both companies have collaborated on business opportunities, and both leadership teams had been engaged for several months planning the future course for the combined businesses.
The company will look to significantly invest in the U.S. team to capitalise on already-identified opportunities.
“Through more than a year of dialogue, it’s become clear our teams share a passion for the highest levels of client satisfaction, both in terms of results delivered and everyday attentiveness,” offered Eifert. “We also believe in the cultural intangibles that have made Luxid and TriComB2B workplaces special environments that are the envy of other agencies. Our aim is to continue to use this advantage to attract the best talent in B2B as we begin our U.S. expansion.”
Luxid is headquartered in Finland, with offices in Helsinki and Turku. It has additional offices in London, U.K.; Austin, Texas, U.S.; and now Dayton, Ohio, U.S. The expanded company serves a diverse clientele that includes global technology leaders; industrial, material handling and life sciences companies; and well-known retail and financial services brands. The combined business counts Dell Technologies, AWS, Visa, Outokumpu, Cummins, Copeland, Flowserve and Atmus Filtration Technologies among its dozens of prominent European and U.S.-based clients.
TriComB2B will adopt the Luxid brand going forward, an important first step towards establishing a unified global presence and emphasising the combined companies’ abilities to deliver end-to-end marketing capabilities.
