B2B agency The Marketing Practice acquires 90octane

16th February 2022


We’re delighted to announce the acquisition of leading US agency 90octane, as we continue to build a world-beating growth platform for B2B clients globally.

The acquisition of 90octane gives us a further foothold in the US and adds to our market-leading demand generation and account based marketing agency portfolio.

90octane is our third acquisition in the last six months. Kingpin, the media, data and audience insight specialist and Omobono, the digital experiences consultancy, were both acquired in 2021.

The combined group now has a turnover of over £70m, employing over 400 people (130 in the US) with locations in the US, UK, Germany and Australia.

Based out of Denver, which has fast become a B2B creative and tech hub, 90octane is one of the leading companies focused on strategic marketing in the US. In their 20+ years, they’ve formed long-lasting relationships with global clients including tech giants like Oracle and NTT, along with Forcepoint, Honeywell and Visa.

90octane provides the group with further capabilities in creative, media and analytics in the US and reflects a significant investment in the US market. For 90octane, becoming part of the TMP group offers their clients global scale and delivery.

Backed by Horizon Capital, we’re bringing together the best in specialist B2B marketing in a fully integrated strategy; helping clients take more accountability for growth and revenue impact, so that marketing becomes the “engine room for growth” in B2B businesses.

Our CEO, Matt Harper, said of the deal:

“The addition of 90octane to our business is great news for our global and US client base.  We know that US-based B2B companies, like all our clients, are looking for more ways to bridge the gap between business strategy and marketing campaigns, with scalability and fewer relationships to manage.

“We also both bring two of the strongest reputations in the market for quality and the strength of client partnerships, and our product and cultural fit is ideal. This is an exciting time for both companies, with huge opportunities for shared growth on a global scale.”

Jim Grinney, partner at 90octane noted:

“Joining with The Marketing Practice takes us to a global audience, helps us support our clients internationally, and extends our capabilities on our home turf here in the US."

Sam Eidson, partner, added:

“The team is especially excited about TMP’s mission to be THE place to build a career in B2B marketing. We’re honoured to become part of this trailblazing organization.”

Luke Kingston, Partner at Horizon Capital added

“We are delighted to have supported The Marketing Practice in acquiring 90octane, the third acquisition since we invested in TMP. 90octane brings further scale and capability to our fast-growing US operations and will accelerate the already significant levels of organic growth in the group, which exceeded 40% in 2021. We look forward to continuing to support Matt Harper and his team on this exciting journey.”

Please direct any press enquiries to Simon Boddy at Ambitious PR.

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