Ansira acquires BrightWave

Ansira + BrightWaveAnsira acquires BrightWave

For 100 years Ansira has empowered relationship and channel marketers to deliver outstanding customer experiences. With decades of full-service agency experience, they deliver CRM, loyalty and vertically focused marketing automation solutions. Today they announced their acquisition of BrightWave, which will enrich their offering with email marketing and eCRM services expertise.

This acquisition changes BrightWave’s competitive set and extends their capabilities to deliver services in other channels such as print/direct marketing and scales their services resources to over 800 employees. BrightWave will continue to operate independently as its own brand but will enjoy faster scale and growth as a part of Ansira which is backed by Advent International, one of the most respected private equity investors.

It is important to recognize that this deal is all about email and the growth of that channel and BrightWave’s success growing their business and their event EiQ. This acquisition provides Ansira with the all-important email marketing services and provides them with access to the most effective and profitable marketing channel, email. The adoption of email marketing services has reached critical mass. The Relevancy Group February 2019 survey of 360 enterprise email marketers finds that up to 75 percent are utilizing some type of email services and that on average 40 percent are utilizing a dedicated email marketing agency – not their ESP – to deliver those services.

We congratulate Ansira and BrightWave, and we are excited to see how these two leaders integrate and continue to satisfy clients. We believe this signals a new email-focused agency roll-up that will be a trend within the martech sector in 2019.

Relevancy Group subscribers reach out to us at Ask@TheRelevancyGroup to see what this means for your business and the industry.

Until next time,
David