Big data outfit Aquila Insight taken over by US marketer

● Acquisition of Edinburgh firm for undisclosed sum ● Deal will allow Scots business to ‘reach potential’

Aquila Insight, the Edinburgh data analytics specialist, has been acquired by US marketing agency Merkle.

Under the deal, for an undisclosed sum, Aquila’s co-founders John Brodie and Warwick Beresford-jones will remain at the helm of its leadership team, reporting to Merkle Europe president Tim Berry.

Founded in 2012, Aquila has a team of more than 60 statisticians and data scientists, working with major brands such as Royal Bank of Scotland, Sony Mobile and Tesco Bank to develop analytical and data-driven strategies.

Merkle said the takeover, which follows its recent purchase of Spain’s Divisadero, will take its European headcount to more than 850 and boost its “capabilities and scale” in the UK and European markets.

David Williams, president and chief executive of Merkle, which is based in Columbia, Maryland, said: “The Aquila Insight team has a great approach to building, growing and delivering impactful results for clients through the use of sophisticated analytical methods.

“As we continue to expand our footprint in Europe, predictive analytics needs to be at the heart of our growth strategy, and Aquila will boost our capabilities in this area. The acquisition of Aquila is an important and exciting opportunity to accelerate our data leadership in the UK.”

Berry said that Aquila’s approach to using data was “absolutely world class”, adding that the acquisition would have “an immediate and material impact” on the group’s growth and client retention.

Beresford-jones said: “From the first meeting with David and Tim, it was clear that Merkle and Aquila have very similar DNA and shared viewpoints on how data should be used. It feels like the perfect home for Aquila and our team to develop and grow.”

Along with its Edinburgh headquarters, Aquila has offices in Derby and London.

Brodie added: “We have huge aspirations to grow Aquila in the wider market and being part of Merkle will allow us to reach our potential.

“We are passionate about analytics driving actions, and being part of Merkle will put Aquila at the heart of the action.”

Merkle, which describes itself as a “data-driven, technology-enabled, global performance marketing agency”, last year joined the Dentsu Aegis Network of media and digital communications specialists. Glasgow accountancy firm Wylie & Bisset has announced three senior appointments among a number of other promotions within the practice. Graham Gillespie, who joined the firm after graduating in 2002 and specialises in internal audit work, was promoted to partner on 1 July. Catherine Livingstone (left), a specialist in charity audit, was promoted to senior manager, while Laura Fagan was appointed to head of general practitioner services in healthcare.