German buy expands iCrossing into Europe

by Isabella Piasecka, Media Week 14-Apr-08, 13:25

LONDON - Digital marketing company iCrossing has acquired German digital marketing agency 3GNet in a bid to build its European footprint.

An established digital marketing provider in Germany, 3GNet provides natural and paid search marketing, as well as affiliate marketing services to a number of global brands, including eBay and Esprit, and European brands Allianz 24 and O2 Germany.

3GNet will continue to be led by founders Patrick Bertermann, Oliver Grünig, and managing director Gottfried Häuserer, who will report to Don Scales, president and chief operating officer at iCrossing.

It will be headquartered in Munich - with an additional office in Berlin - and eventually absorbed into the iCrossing brand.

Formerly known as Spannerworks in the UK, iCrossing said the deal would boost its service to global clients, including The Coca-Cola Company and Toyota.

Arjo Ghosh, chief executive officer of iCrossing UK, said: "Germany is a crucial market for the digital marketing sector, and the acquisition of 3GNet represents the first stage of our European expansion.

"We will be working closely with 3GNet to build its service offering and accelerate the growth of iCrossing into Europe."

The deal brings its global headcount to 620 employees in 15 offices worldwide.