Horizon Capital backed The Marketing Practice (TMP) has acquired Omobono, bringing together two of the most respected B2B agencies globally. The deal unites a market-leader in ABM and demand generation with the world-class digital, creative and brand capabilities of Omobono. 

The combined group will employ 250 people with locations in the US, UK, Germany and Australia and clients including ServiceNow, Salesforce, Lenovo, SAP and Thomson Reuters. Supported by Horizon Capital, the deal comes at a time of change in the B2B market, as marketing leaders are becoming more accountable for revenue impact and looking for new routes to achieve growth.

From our first conversation, it’s been clear TMP and Omobono have a shared passion for the potential of B2B marketing, and for delivering outcomes for clients. We’ve known each other for many years and always respected one another’s strengths. I’m delighted we can now bring them together as one business.

Matt HarperCEO, TMP

Harper believes the combination of TMP’s brand of sales-savvy ABM and demand generation with Omobono’s ability to drive business growth through better digital experiences represents a unique opportunity for clients, 

”It’s our clients I’m most excited for. The Omobono team really understands how to create stand-out digital experiences, and when we apply that to our core ABM and Demand Generation programmes, it’s got the potential to transform how we help our clients engage their customers and prospects to drive growth.” 

This is the best move for our clients and our people. We’re all striving to create more value for clients, and this partnership allows us to do that through deeper capability, particularly TMP’s ABM and demand generation skills, and through geographic reach.

Ben DansieOmobono, CEO

The deal is the first part of a plan to create a growth platform for B2B clients, bringing together high-end B2B marketing specialists to create a differentiated offering that reflects marketing becoming the “engine room for growth” in B2B businesses. TMP is aiming to do that with the support of Horizon Capital, breaking the mould of mature B2B agencies joining large network agency groups. 

We are delighted to have supported TMP in bringing Omobono into the Group. The businesses are highly complementary and this combination has enhanced the way clients are served with a broader offering. We look forward to continuing to support Matt and his team as TMP continues its exciting journey and strengthens its market leading position.

Luke KingstonPartner, Horizon Capital

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