Wunderman acquires Australian analytics specialist Bienalto

Bienalto complements Wunderman’s offering in Sydney and Melbourne and will help Wunderman support global and regional clients, according to the agency, which cited marketing science and creativity, digital user experiences, enhancement of CRM and loyalty programmes and development of mobile and web applications as areas of emphasis. 

Bienalto will keep its name and management team; Bienalto's managing director, Hurol Inan (pictured), will report to Stephane Faggianelli, president of Wunderman Asia-Pacific.

Bienalto was founded in 2005 by Inan. Clients include Suncorp, Colonial First State Global Asset Management, Dan Murphy's, Bell Direct, Frontline Systems, Flordis, Engineers Australia and the federal and state governments.

“Bienalto has unparalleled expertise in designing and optimizing consumer experiences and engagements," Faggianelli said. "It is a strategic addition; for Australia and a great opportunity to leverage Bienalto’s experience and methodologies across Asia Pacific." She added that Bienalto will also work with Wunderman and KBM Group to "leverage our network analytics practices" in North America and Europe. 

The two agencies have worked together on several projects over the past two years, according to Inan.