Customer engagement agency Bond has acquired U.K.-based CRM shop Armadillo.

According to a press release, the move strengthens Bond’s ability to help global brands activate intelligence across nearly 200 million consumer profiles worldwide, “delivering AI-powered personalization, attributable revenue growth and powerful loyalty programs.”

With more than 850 specialists across North America and Europe, Bond and Armadillo now offer advanced analytics, predictive modeling, CRM and loyalty strategy. Armadillo says it will also enhance Bond’s international footprint, complementing its expanding North American presence.

“This is a strategic leap forward in our intelligence-first mission,” says Morana Bakula (pictured), who was named CEO of Bond this spring.

“Bond had been actively looking for a strategic acquisition to bolster our current 1:1 and CRM capabilities for nearly a year,” Bakula tells strategy. “In this process, we spoke to a number of organizations with matching capabilities across Canada, the US, Europe, and Australia.”

According to Bakula, Bond was in search of a best-in-breed organization that combined strategy, 1:1 creative and depth in martech stacks. “We also looked for companies whose roster mirrored Bond’s own enterprise-scale clients, ensuring the acquisition would bring added expertise and value to our existing partnerships,” she says.

Bond also wanted to add an acquisition that aligned with Bond’s client and people-centric culture. “In our extensive search, Armadillo was the only company to meet all of these criteria.”

Founded in 1993, Armadillo has delivered personalized CRM programs for the likes of Disney, Cunard and EasyJet.

James Ray will expand his leadership, becoming SVP and head of CRM for global. Jo Penn extends her U.K. role to become managing director, for U.K. and Europe. Both Ray and Penn will continue to work with existing clients, along with Armadillo’s current leadership and employees.

Bond boasts a client roster that includes Ford, Gap, McDonald’s, Sephora and others.

This month, former VP and managing director with Naked Creative, Matt McChesney, joined Bond Brand Loyalty as VP of marketing and creative agency services.