Following TradeDoubler's acquisition of The Search Works back in July 2007 for £56 million, today's deal with NetBooster sees the transfer of TradeDoubler's search assets over to the digital marketing agency who will now become the preferred search marketing partner for the network.
TradeDoubler’s search business manages SEM and SEO on behalf of clients in over 20 countries, including GAP Europe, NET-A-PORTER, Interflora, and Tempur. The agreement involves the transfer of all the search employees in six European countries from TradeDoubler to NetBooster and is expected to be completed before year-end 2011.
By being appointing as the preferred search marketing partner for TradeDoubler, NetBooster will in turn utilise the network's services in Performance Marketing as their preferred partner. This new strategic partnership has been said to offer a broader geographical footprint for new and existing customers in and beyond Europe.
Guava - UK
NetBooster, who own the majority stake in digital marketing agency Guava within the UK and represent clients such as Accor, Direct Line, Churchill and Argos in the UK, will remain unchanged throughout this transition.
Raphaël Zier, CEO of NetBooster said:
"NetBooster’s acquiring of the assets of TradeDoubler’s Search Business and the formation of the partnership creates a win-win for TradeDoubler’s search customers as they maintain existing account management relationships while benefitting from the increased power that a larger search marketing company offers.
"NetBooster will now also be able to provide our customers with even greater expertise in performance marketing through TradeDoubler’s leadership in this space within Europe, as well as aiding our strategic growth."