Bath’s Armadillo CRM announces management buy-out as it looks to “double in size” over five years

By Nick Batten on 6 February, 2018

Armadillo CRM, the Bath-based customer relationship management (CRM) specialist agency, has announced a management buy-out of the business.

James Ray, chief executive officer, Chris Thurling, executive chairman and Andy Brown, chief financial officer, will all take a stake in the company in this – its 25th anniversary year.

The firm advises on and implements CRM strategies online and offline, for global clients including McDonald’s, Disney, and Babyliss.

Following the buy-out, Armadillo CRM will be “strengthening its team across the board,” including investment in data and digital capabilities, as it “targets growth of 100% over the next five years.”

The 30-strong agency was founded in 1992, with Ray entering the business in 1996, being joined by Thurling – ex-3Sixty owner and chair of Bristol Media – in 2012, and Brown in 2015. Describing itself as an “early pioneer of CRM,” Armadillo CRM claims it has introduced CRM strategies to major brands over the past two decades and continues to work with “a wide range of brands and sectors.”

James explained that this was an “exciting step” for Armadillo, which will allow the firm to fulfill its “tremendous potential.”

He said: “As experienced CRM specialists, we’re trusted by some of the world’s most successful brands, helping them exploit, protect and expand the value of their customer relationships. We now have the tools and expertise in place to scale up, whilst maintaining our essence as an agile, intuitive agency partner.”

Chris added: “I’m incredibly proud to add my name to Armadillo CRM. Under our new management structure, we plan to grow, strengthen the team in key positions and deepen our expertise and capabilities in CRM, adding real value to our client base.”

Pictured above: (Left to Right: James Ray, Andy Brown, Chris Thurling)