Leeds agency, Gratterpalm has announced this morning that it has acquired specialist CRM and multichannel consultancy, Underwired.

The combined agency will have a “fee income of £12m” and take the group’s overall headcount to 170.

“With Underwired, we have found a great team with industry leading skills and expertise in an area that is key for all of our clients. Connecting all of our shopper marketing and campaign strengths with customer data and strategic planning means our clients can continue to stay ahead of their competitors,” explained Gordon Bethell, managing partner of Gratterpalm.

“The ability for us to deliver across the whole customer journey, in every channel, is of critical importance.”

London-based Underwired was founded in 1996 by Felix Velarde:

“Multichannel thinking is a pressing reality for all of our clients. Brands and retailers need continuity, coherence and consistency throughout all stages of the customer lifecycle. This deal gives clients a highly competitive combination of multichannel strategy with outstanding instore, digital, mobile and advertising,” he stated.

“Gratterpalm is 29th on the ‘Sunday Times Best SME To Work For’ list, and its culture reflects it. We are delighted to be working together to build a standout agency proposition.”

The agency has a combined client list of ASDA, Greggs, P&G, Magners, Halfords, Travelodge, DFS and ESPN.