TCF acquired by Dentsu Aegis Network

From left to right; Nick Broomfield, Neil Woodcock and Andy Green
TCF’s Nick Broomfield, Neil Woodcock and Andy Green

Dentsu Aegis Network has announced the acquisition of The Customer Framework (TCF), a marketing transformation consultancy based in London, for an undisclosed sum.

TCF will join Dentsu’s global clients team and will be referred to as ‘TCF – part of Dentsu Aegis Network’. It will remain independent within the network.

TCF’s clients include Heineken, British Gas, William Grant & Sons Distillers, Arla Foods and Kellogg’s. Its proprietary methodology, SCHEMA, is described as a benchmark of customer engagement across sectors and geographies – providing clients with a diagnosis of what they need to do to become customer-centric, data driven, digital-first organisations.

Peter Huijboom, CEO global media brands & global clients, Dentsu Aegis Network, said: “In today’s digital economy many businesses struggle with defining and delivering the transformation essential to defend and grow their market share.

“TCF provides the expertise and tools to be a valuable partner for our clients in this area, starting with rapid, robust diagnosis and working through a proven process to ensure transformation is realised in the most efficient and effective way.”

Neil Woodcock, CEO, The Customer Framework, added: “In recent discussions with [Dentsu], the fit between us became very obvious. Firstly, and importantly, we will remain as an independent brand within their network which will allow us to continue to provide impartial advice.

“Secondly, becoming part of Dentsu Aegis Network will allow us to scale SCHEMA significantly and to develop a more extensive set of global benchmarks and best practices which will underpin and enhance the quality of the advice we provide.

“Finally, for joint Dentsu Aegis Network/TCF clients, we will be able to link our consulting advice with Dentsu Aegis Network’s practical services and solutions. In this way we can enable our clients to achieve a more rapid transformation and a quicker return on investment.”