Resource/Ammirati Is IBM’s First Design and Creative Acquisition



Resource/Ammirati is IBM’s first acquisition for its iX Unit

Previously in this series, we discussed IBM’s (IBM) recent acquisitions—Ecx.io and Aperto—in the digital agency space to boost its Interactive Experience (or Ix) unit. Prior to Ecx.io and Aperto, IBM announced the acquisition of digital marketing agency Resource/Ammirati on January 28, 2016. This marked the company’s first acquisition in the digital agency space.

As is the usual case with IBM’s acquisitions, financial details of the acquisition were not disclosed. Ammirati is the first acquisition IBM made for its iX division. Resource/Ammirati is the end product of a merger that occurred when Resource Interactive purchased Ammirati in November 2014.

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Resource/Ammirati purchase should help IBM iX’s customers relationships

Paul Papas, the global leader of IBM iX, stated that approximately 75% of Resource/Ammirati’s customers use IBM services. Apple (AAPL) was one of the first clients of Resource/Ammirati, coming on board in the 1980s. In 2011, Resource helped Procter & Gamble to try Facebook (FB) e-commerce with a new platform after P&G let go of its earlier initiative to use Amazon (AMZN) as a partner. Papas is of the opinion that the Resource/Ammirati acquisition could enable the company’s digital team to foster deeper relationships with its existing accounts.

Investors who wish to gain exposure to IBM can consider investing in the iShares US Technology ETF (IYW). IYW has 46.7% exposure to application software, and it invests ~12.5% of its holdings in IBM.


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