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Dentsu Aegis Network acquires The Customer Framework

Dentsu Aegis Network has acquired The Customer Framework (TCF), a marketing transformation consultancy based in London. TCF will join Dentsu Aegis Network’s Global Clients team and will be referred to as ‘TCF – part of Dentsu Aegis Network’.

In the digital economy, businesses face a significant challenge to transform how they organise their people, processes, policies, data and technology to engage with customers and consumers. TCF have an enviable track record in helping clients achieve this transformation and will be a powerful addition to Dentsu Aegis Network. TCF’s proprietary methodology, SCHEMA®, is a market-leading benchmark of customer engagement and centricity across sectors and geographies. It provides clients with a thorough diagnosis of what they need to do to become customer-centric, data driven, digital-first organisations and it provides detailed, practical roadmaps on how exactly to achieve this.

Peter Huijboom, CEO Global Media Brands & Global Clients, Dentsu Aegis Network commented, “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. Backed by the considerable expertise of the team at TCF, we will be able to scale the SCHEMA methodology across our global organisation, to benefit more clients on their journey to take advantage of the digital economy.”

Neil Woodcock, CEO, The Customer Framework, commented, “Having seen Dentsu Aegis Network at first hand through several of our clients, we have been impressed with their ambitions, capabilities and innovation around data and digital. In recent discussions with them, 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.”