L-R: Deloitte Customer Behaviour lead partner, Steve Hallam; Cinder Agency CEO and co-founder, Miguel Leone; and Cinder Agency COO and co-founder, Daniel Tintner
Deloitte has acquired marketing technology implementation specialist, Cinder Agency, in a bid to bolster its Salesforce offering in Australia.
The deal, which sees Deloitte snap up 100 per cent of Cinder Agency, will see the Sydney-based agency’s co-founders, CEO, Miguel Leone, and COO, Daniel Tintner, join Deloitte’s Customer Behaviour team as directors.
Cinder Agency’s consultants are also set to augment Deloitte’s internal ranks as part of its Customer Behaviour team, which uses data analytics to help organisations understand their customers better.
The move follows a series of acquisitions undertaken by Deloitte over the past couple of years, all of which have been aimed at boosting its cloud solutions and consulting services.
In July, the company announced its acquisition of Melbourne-based systems integrator, Sixtree, for an undisclosed amount, with Sixtree’s founders, Ben Wylie and Yamen Sadar, both becoming Deloitte Consulting partners.
In late 2015, the company bought cloud consulting firm, Cloud Solutions Group (CSG). Just six months earlier, in April last year, Deloitte announced it had bought Oracle integrator, Dataweave.
According to Deloitte CEO, Cindy Hook, the company’s latest acquisition is a strategic investment, representing a building block for the the company’s technology and customer practices.
“This is the third technology related transaction for our Consulting Practice in the past nine months,” Hook said.
“It demonstrates our continued determination to remain at the forefront of digital transformation and provide our clients with the expertise and experience to solve their most complex problems.
"We will continue to make considered, strategic investments that are adjacent to our capabilities."
According to Leone, Cinder Agency’s team had been working with Deloitte on projects for several years prior to the acquisition, with the new deal set to expand his team’s capabilities.
“We see Deloitte’s breadth of expertise as giving us the opportunity to transition from offering platform enablement to complete digital transformations,” he said.
For Deloitte’s Customer Behaviour lead partner, Steve Hallam, the acquisition will help to expand Deloitte’s offerings of its Customer Behaviour practice, and further strengthen its strategic alliance with Salesforce.
“The challenge and opportunity for businesses is to integrate multiple technology platforms in a way that provides a customer with a personalised and consistent experience across all channels, and enhances their propensity to complete transactions in an efficient way," he said.
"Cinder does this better than anybody else in our experience."
