Brandmaker acquires Allocadia for combined marketing ops offering

Marketing operations and marketing resource management software company BrandMaker announced it has signed a definitive agreement to acquire a leader in performance management solutions, Allocadia. The resulting combined business will offer end-to-end orchestration and optimization for marketers in strategy, campaigns, content and branding.

The companies boast a complementary presence in both North America and EMEA, and a workforce of 300 people in seven countries. The marketing services support over 300,000 global users.

Moving forward, the company will continue to support and grow the full suite of BrandMaker and Allocadia products, while also developing new solutions.

Allocadia supports marketing efforts by the likes of Charles Schwab, Autodesk and Juniper Networks, a clientele valued at more than $25 billion in marketing dollars. BrandMaker serves over 300 enterprises, including BestBuy, Deutsche Bank and Daimler.

Why we care. This is consolidation in a space that is heating up. Marketing may have its roots in the creative thinking that builds strong brand identity and sparks winning campaigns. But management and operations are no longer an afterthought. With marketers now helping fuel revenue and growth, hard skills are needed. 

Brandmaker and Allocadia come together in support of those skills by combining the former’s Ops and MRM capabilities with the latter’s planning, budgeting and performance metrics. It looks like a comprehensive marketing operations package, and we’ve got a feeling we’ll see some more of these down the road.

About The Author

Chris Wood

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country's first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on "innovation theater" at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.