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CSM acquires partner firm Greenroom Digital

Agency has worked with digital and data specialist for past three years.

9 December 2021 Tom Bassam


  • Greenroom co-founder Tom Huggins will become CSM’s digital and data director
  • Deal excludes Australia and New Zealand market where Greenroom will continue as a CSM partner

Global agency CSM Sport and Entertainment (CSM) has confirmed the acquisition of marketing firm Greenroom Digital.

CSM has been in partnership with Greenroom Digital for three years, delivering digital and data strategies for a range of clients. Those include brands such as HSBC and AIA, as well as rights holders including the Alpine Formula One team.

CSM’s digital and data team will be led by Greenroom Digital co-founder, Tom Huggins, who will take on the title of group director for that sector.

Huggins said: “Having worked very closely with the CSM team on a number of key clients, I can see this enhanced relationship accelerating our growth in the coming months and beyond. This acquisition is the culmination of years of hard work and delivering results for clients in partnership with CSM and we are delighted to formalise our relationship.”

Matt Vandrau, CMS’s group chief executive, added: “After working with the Greenroom Digital team over the last few years I am excited that we have been able to fully integrate the team into the CSM business. Our digital offering is a key differentiator for us in the marketplace and we are proud to deliver exponential commercial growth for our clients through our performance marketing platform. We are committed to continued investment in our digital offering to provide the very best results for our clients.”

The acquisition includes all Greenroom Digital operating markets, except for the business operations in Australia and New Zealand. This will continue to be headed up by Greenroom co-founder, Nick Biggin, and CSM will retain its partnership with the digital marketing specialist independently in those markets.

“This is an exciting step in our relationship with CSM and I look forward to focusing on the continued growth and expansion of both the CSM and Greenroom Digital businesses in Asia-Pacific,” said Biggin.

“It enables us to leverage the scale and strengths of the CSM business internationally whilst maintaining independence and flexibility in the developing Australia and New Zealand markets.”

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