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Penfield Digital, together with The Valley, got acquired by Assist Digital.

Acquires the majority of The Valley, Penfield Digital and Nominow (The Valley Group), Dutch award-winning digital full-service and marketing automation agencies for major international brands, and strengthens its presence in the European market

Thanks to this acquisition, being the second since the beginning of the year after acquiring the German Comselect, Assist Digital accelerates the growth process and the formation of a leading international platform in end-to-end digital services, with an expected turnover for 2022 of over 170 million euros

Milano/Amsterdam, 19th July 2022Assist Digital, a company specialized in customer experience and leader in Europe in CRM solutions - controlled by the management and 30% owned by the private equity fund Progressio SGR - announces the acquisition of the majority of Amsterdam based companies The Valley and Penfield Digital. The Valley a Dutch award-winning full-service creative agency specialized in creating best-in-class customer experiences for all touch points in the customer journey for major national and international brands. And Penfield Digital, an Award winning Salesforce CRM and martech specialist.

The acquisition of The Valley Group is part of the international expansion process started in 2019 by Assist Digital, thanks to the strategic vision of top management, which aims to build a European leading platform for end-to-end digital services. The Valley Group is in fact the fifth acquisition completed by Assist Digital and the second completed in 2022, a few months after the integration of the German Comselect.

Assist Digital closed 2021 with a turnover of approximately € 135 million, registering a 40% increase year on year. With the acquisition of The Valley and Comselect, the company expects to close 2022 with a turnover of over € 170 million, leading to a growth of 30% compared to 2021.

The acquisition of The Valley and Penfield Digital allows Assist Digital to consolidate its positioning at a European level and particular in the Benelux, a strategic focus market where the company is already active as a service provider for some global clients and tech giants. Where the Netherlands will become the second country in terms of turnover after Italy. Adding the services of The Valley and Penfield Digital creates much synergy, which allows a further strengthening of the Group's skills in Service and Experience Design, Brand Communication, Marketing Automation, Martech & Data, increasingly strategic disciplines for brands where The Valley Group already has an important positioning. Through the integration of different team capabilities such as Design, Marketing Automation, Technology and Digital Consulting operating in Italy, UK, France and Germany, Assist Digital will be able to support large international companies and corporations in digital transformation processes, strengthening also the focus on sales, marketing and customer operations processes. The validity of the international expansion plan led the owners and managers of The Valley group to invest in the project, maintaining a minority share.

Enrico Donati, Executive Chairman of Assist Digital stated: “We are very satisfied with this operation, both because The Valley and its leadership team represent excellence in the Benelux market, and because this operation strengthens the Group's capabilities in sectors that are so strategic today, such as Creative Design and Marketing Automation. The Netherlands represents a very important target market for Assist Digital that, together with the The Valley team, we will continue to develop with a portfolio of services even richer than the current one. "

Philip Kok, CEO of The Valley declared: “The Valley Group was ready for the next step and we are on a mission to become the number one CX-agency in Europe. Assist Digital is the perfect partner to realize this ambition faster and better. We were impressed by the capabilities of the 4500 specialists that cover both customer experience as well as customer service. There aren’t many agency groups that cover the total spectrum of CX, so we are ready for the big multinationals that need a partner for their CX-transformation”.

Tim Hubers, Managing Director of Penfield Digital declared: “With this new partnership we can scale faster (on demand) and have a bigger reach within the EMEA market. Our services connect really well with the CX capabilities and are also very complimentary to the existing marketing automation delivery team within the Assist Group.”


Assist Digital Spa

Assist Digital is a pan-European company focused on customer experience solutions with offices in several key markets including France, Germany, Italy and the UK. Assist Digital is a provider of customer experience services and technologies that create meaningful connections between brands, customers, businesses and employees.

Assist Digital employs over 5,000 experts with expertise in marketing, sales and customer service, business process optimization, business design and UX / UI, AI and RPA, systems integration, data management, cloud service management, and IT operations. The company offers services that cover the entire customer life cycle by putting in place multidisciplinary, human and technological capabilities, from design to development, from implementation to operations management, from change management and digital adoption.

In December 2020 Progressio SGR, on behalf of the private equity fund Progressio Investimenti III, acquired a 30% stake in Assist Digital to support the founders and the management team in the growth strategy, focused on the domestic and international market through growth paths staff and new acquisitions of companies in the sector.

The Valley

The Valley (The Valley and Nominow) is an award-winning digital agency that combines branding, commerce and customer data to create best-in-class experiences for all touch points in the customer journey for large international brands. Building total CX demands an integrated way of working and this is the unique selling point of the group. Headquartered in Amsterdam, it employs more than 90 experience designers, brand strategists, visual designers, back- and front-end developers, data analysts and e-CRM marketeers. The Valley Group been voted number 1 in 2022 in the category ‘Digital Full Service Agency Large’ by Emerce 100, the leading e-business companies in the Benelux. Clients in their portfolio a.o are Daikin International, Unilabs, Omron, Dunlop Protective Footwear, Hertog Jan, Nike Team, Tommy Hilfiger, Rabobank, ABN AMRO, ING, Bergman Clinics, National Postcode Lotery, Dille & Kamille, A. Vogel.

Penfield Digital

Penfield Digital is one of the fastest growing Salesforce specialist agencies within the Benelux with a strong focus on Martech and CRM. The team includes around 25 specialists of platform specialists/consultants, developers, project managers and sales/account reps. The Amsterdam based company, with a satellite office in Barcelona Spain, has been voted as the nr 1 marketing automation agency within the Netherlands in 2022. Clients in their portfolio a.o.; ABN AMRO Verzekeringen, Bynder, Randstad Group, Company info, GVB, Eurofiber, Stichd, WWF.

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