Birmingham, UK, – Marketing services and technology company Inspired Thinking Group (ITG) has added data management specialist Creator to its growing portfolio.

The acquisition of Creator, which specialises in electronic customer relationship management (eCRM), will enable ITG to offer a deeper level of marketing intelligence and customer insight to clients.

Simon Ward, ITG chief executive, said: “Marketers increasingly rely on timely, relevant and personalised communications as they engage with customers across multiple channels.

“Providing the detailed customer intelligence to support marketers in developing their communications strategy is at the core of what Creator does.

“The acquisition appreciably extends our proposition in the era of big data. Creator’s expertise perfectly complements the marketing services we currently offer.”

Creator founder Mark Brennan, who continues as CEO of the renamed ITG Creator, said: “Joining the ITG family, with its highly regarded marketing technology and professional services, will significantly strengthen our offering to the retail sector, both at home and abroad.”

ITG’s award-winning Media Centre technology helps manage the marketing operations of major retailers and brands across Europe, including M&S, Audi, Pets at Home and Renault.

Creator’s data management and analysis is already favoured by Virgin Media, Merck Sharp & Dohme and TUI Group.

Birmingham-based ITG recently opened offices in New York and Chicago to expand its operation into the USA. The group already has a mature operation in Europe and currently manages the creation and distribution of Heineken’s below-the-line assets across more than 130 countries.

Mr Ward, who was recently named EY Midlands Entrepreneur of the Year, added: “We work with some of the most forward-thinking retailers and brands in the world. They are always innovating, and we have to innovate too, developing new technology and adding important new services and capabilities.”

In 2015, ITG made a significant investment in retail agency Vitamin, boosting its ability to offer high-level retail strategy and consultancy to new clients, including Tesco and B&Q.

With the acquisition of Creator, ITG now employs over 500 marketing and technology specialists. ITG has grown significantly in the six years since it was established, recently joining The Sunday Times Tech Track 100 of the fastest-growing technology companies in the UK.