Charlotte marketing agency AC&M Group is looking ahead after its recent acquisition of Axlot, an Argentina-based web development company.
The purchase bolsters AC&M Group's digital and technology capabilities to help it create multicultural marketing campaigns that drive results for clients. Co-founded in 2004, the full-service marketing company connects brands and consumers by utilizing cultural insights, a strategy it has leveraged for two decades. It also provides sports marketing services, primarily in the soccer space.
AC&M Group said the deal closed in November 2023. It recently wrapped up the integration of both companies' employees, an AC&M spokesperson told CBJ.
Financial details of the purchase were not disclosed.
"Since we acquired a team that has worked with us for over seven years, we are confident that the integration will lead to increased market share, revenue growth and a stronger competitive position," the spokesperson said.
The deal enables Axlot to deliver enhanced services, ultimately meeting an increased demand to reach diverse audiences in the digital era. It expands opportunities for Argentinian talent and boosts their careers in the U.S. digital marketing and advertising markets.
AC&M Group said the acquisition came after Axlot developed a website for one of its projects. Impressed by the quality of Axlot's work, AC&M continued to hire them for more projects.
"In addition to delivering top-level work every time, we found a great cultural fit between both organizations," the AC&M spokesperson said.
AC&M eventually made Axlot its sole digital development provider. The local agency said it needed a full-time digital team not only for web development, but also for marketing technology at large. That led to the acquisition.
"After a few months of negotiations, due diligence and planning the integration, we completed the acquisition," AC&M said.
Axlot's leadership team, which has fully integrated into the governing team at AC&M, will continue to oversee its Argentina operations, the Charlotte company said. Axlot's former CEO, Lautaro Rosales, now serves as AC&M's digital innovation director and Argentina country manager. In those roles, he will develop and retain talent as the agency expands its digital solution offerings.
"This move is more than an expansion; it's a commitment to our clients," Jaime Cardenas, AC&M co-founder and CEO, said in a statement. "Together, we're setting new benchmarks in multicultural marketing, ensuring our campaigns are as dynamic and multifaceted as the communities we serve."
