Kagool buys Delete to create 160-strong agency

Simon Austin's picture
by Simon Austin

Manchester-headquartered digital agency Kagool has bought Leeds’ Delete to take its headcount to more than 160.

Kagool CEO Dan Berry will lead the combined agency, with Tom Dougherty working as Managing Director of Delete and Andy Ferries as MD of Kagool.

Berry said: “I’m absolutely thrilled to have completed the acquisition of Delete and to welcome them to the team. The coming together of these two great companies will give our clients and prospects the very best in innovation, experience design and technical capability second to none.

“I’m also passionate about maintaining our customer focus and by acquiring Delete we are providing a market-leading offer for our clients’ ever-evolving CX and DXP needs. It also gives us the best possible platform, people and partnerships as the foundation of our exciting growth plans.”

Kagool were recently backed by a £6m investment from BGF and said the acquisition “is the first of many”.

Delete helps clients with digital transformation and works with clients including The Open, Guinness Pro14 Rugby, Biffa and Southampton Football Club.

Kagool offers digital design and build specialism in the Sitecore DXP platform, as well as services across CX, digital strategy, performance marketing and CRO.

Clients include Barratt Developments, Parkdean Resorts and Welsh Water. The new combined agency will have offices in London, Leeds, Manchester and Cardiff.

Kagool said the acquisition would grow its experience design and performance marketing capabilities whilst also “adding consultancy as a key service to underpin clients’ digital strategies and platform solutions.”

Mark Walton, who founded Delete in 2000, said: “Delete has provided for me what I can only describe as an amazing and highly rewarding journey. I will always be grateful to the loyal individuals and their incredible talent that have made this great adventure possible.

“There comes a time as a leader where you must decide on what is right for the business commercially and what the future should look like for the people that define why the business exists. It is not an easy responsibility to have.

“I have known Dan professionally for many years; in February we began discussions by chance and what became clear very quickly was his vision very much aligned with my own personal aspirations.

“Fundamentally, bringing both Kagool and Delete together ticked every box. At a challenging time, Delete is one of the most highly awarded agencies this year – we have continued to provide full employment, supported and delivered great results to our current clients and enjoyed fantastic aspirational new client wins.

“What a position and what a time to create this new opportunity for everyone. I can now rest with confidence that Delete’s new Managing Director Tom Dougherty with the Kagool Group support will take the business from strength to strength."

Dougherty, who steps up from User Experience Director to MD, added: “This moment represents a key milestone in Delete’s evolution. For the last twenty years we have built and run an agency that has always, at its core, had an unwavering focus on delivering first-class digital products and services to our clients.

“To become part of an agency group that shares that philosophy and enables the growth of our joint capability is an exciting prospect for all.

“For many years Kagool has been an agency we have admired in the market for it’s leading technical offer, so to now have the chance to fuse that with Delete’s CX, Experience Design and Marketing services ensures we are primed and ready to kick-on into our next exciting era.

“I’m personally very much looking forward to leading Delete alongside our new team at Kagool. Watch this space.”

Enjoyed this? Get our latest updates in your inbox every day

Subscribe to Prolific North’s morning newsletter to keep up with all the most important things going on in your sector.