IPG acquires Salesforce premier commerce partner RafterOne

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Interpublic Group has acquired RafterOne, a provider of multi-cloud commerce solutions on the Salesforce platform. According to the statement, RafterOne will continue to focus on building around Salesforce to support clients across the IPG network that want to leverage the CRM platform. It works with brands to architect and implements scaled Salesforce solutions that connect brands with customers through end-to-end commerce experiences. The terms of the deal were not disclosed.

With a global team of over 500, RafterOne works on touchpoints of the customer journey through multi-cloud Salesforce solutions for B2B and B2C commerce. It is a Salesforce Summit Partner, which is the highest tier awarded to Salesforce implementation partners. It has served as a bridge between brands, their consumers, and Salesforce, strengthening every touchpoint of the customer journey. The company has worked on behalf of some of the B2B and B2C brands including Skechers, KIND Snacks, The Company Store and Trane. The company’s founders sit on several Salesforce advisory boards with the ability to inform product development and partner strategy.

IPG CEO Phillippe Krawosky said, in order to thrive in the digital economy, marketers have to prioritise Salesforce and RafterOne delivers highly personalised content that engages and converts in a measurable, precise and repeatable way.

“In our work with them to date, we’ve found that our cultures are very complementary, and we are excited to have them bring their specialised Salesforce capabilities for commerce, service, data, marketing, and customer experience to our clients and agencies across the group,” Krawosky added.

The addition of RafterOne elevates IPG’s Salesforce capabilities and expands the company’s market opportunity. RafterOne will join IPG’s roster of agency brands and align with MRM, IPG’s digital-first customer experience and commerce agency. The combined offering will power Salesforce platform solutions across the holding company network and allow RafterOne to collaborate with the world’s marketers to drive growth and scale through connected commerce.

During the pandemic, growth in eCommerce accelerated and indicators suggest that it will continue to grow, increasing from US$3.3 trillion today to US$5.4 trillion in 2026 according to Euromonitor. Salesforce is an enterprise marketing suite that forms the foundation of the marketing technology stack and plays a role in helping marketers uncover meaningful customer moments and align marketing programs with commerce and other parts of the business.

“The combination of RafterOne and IPG’s capabilities offers a powerful and compelling solution, one that will make it easier than ever before for brands to create connected experiences for both B2B and B2C audiences across all channels, devices and geographies. We have already had success working collaboratively with MRM, a customer experience and commerce agency inside IPG, and we feel there is much more opportunity to continue to work together to support all our clients,” Erik Dodier, co-founder & CEO of RafterOne said.

Kate MacNevin, global chairwoman & CEO of MRM said, "RafterOne brings an incredibly talented and specialized team into the IPG network. This team has reimagined how we connect with audiences and ultimately deliver for clients. In combination with the work, we do across our network, this positions us to drive industry-leading innovation.”

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