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MOI Global acquires ABM specialists ALIAS as it eyes APAC growth

MOI Global acquires ABM specialists ALIAS as it eyes APAC growth

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B2B agency MOI Global has acquired specialist account-based marketing agency ALIAS Partners. The acquisition promises to ramp up the two agencies’ shared belief in insights-led creative strategy, and will merge the considerable ABM forces of both agencies, enabling MOI to use its fully integrated, global scale to strengthen and expand the proven account-based experience (ABX) methodology of ALIAS.

MOI’s capabilities in digital and data intelligence, as well as its existing ABM technology partnerships, will further bolster the agency’s offerings. Its offices in Singapore, UK and Middle East will provide local support, management and knowledge for ALIAS' global collective of ABM experts, technology partners and integrated capabilities.

According to the press statement, few companies have all the in-house resources required for effective ABM or ABX and as such, ALIAS’ Collective plays a crucial role in the success of its clients' campaigns, by providing “specialists that cover any skills gaps”.

Matthew Stevens, group CEO, MOI Global, said the acquisition meant that the company had created its “first truly global centre of excellence for account-based experience”. He further said that welcoming ALIAS into the MOI family was an “easy decision” due to ALIAS enabling sales and marketing to work together to make the ABM triangle fully obtainable, from top to bottom, with data at its heart. “Together, we can surround any account with any channel, at anytime, anywhere in the world”, Stevens added.

Mike Boogaard, managing director, ALIAS Partners said the increase in resources meant that the company could do even more and at a quicker pace to give local support to global campaigns. “Joining MOI essentially means that the ALIAS approach to ABX – which is rooted in the principles of ABM but wrapped around your entire marketing strategy – gets superpowers”, Boogaard added. He anticipates that ALIAS’ increased scale will massively benefit clients.

Julie Wisdom, creative strategist, ALIAS Partners, said the clients would immediately feel the impact of the company’s desire to not do B2B as usual, but to find and define what was different. “ABX allows for – demands, even – a different approach to creativity, that’s heavily steeped in data, insights, and the customer experience”, Wisdom added.

MOI’s acquisition of ALIAS comes on the back of an ambitious push for market growth, particularly in APAC. Earlier this year, MOI promoted Jonathan Seto to senior vice president and managing director, APAC, to spearhead MOI Global’s continued growth in the region and strengthen the agency’s market position and competitive differentiation.

Related articles:
MOI Global names SVP and MD of Asia Pacific

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