The Marketing Practice acquires Rombii 

Marketing agency The Marketing Practice has acquired Rombii, which helps marketers identify, reach and engage B2B buyers.  

It’s the company’s first acquisition in the region and its fifth in the last 18 months, making it the largest B2B tech marketing specialist in the world.   

The acquisition of Rombii will enable The Marketing Practice to accelerate growth across APAC following the success of its Sydney offices, led by Mari Kauppinen, who took up the role of managing director when it launched in January 2021.  

Through this latest acquisition, The Marketing Practice adds to its demand generation and ABM portfolio and will now employ over 80 people in Australia and Singapore.   

Rombii will provide further capabilities to The Marketing Practice in media, data, audience insight and sales activation. With offices in Singapore and Sydney, it reflects a significant investment in the APAC market. For Rombii, becoming part of The Marketing Practice offers its clients global scale and delivery.  

Rombii’s founder Sam Howell and its managing director Marcus Wilkinson will remain in their roles. 

Matt Harper, CEO of The Marketing Practice, said:“From the outset, it’s been clear that The Marketing Practice and Rombii share a belief in the huge opportunity in the APAC region and globally for integrated, commercially-focused B2B marketing.  

“Rombii has an excellent track record and a reputation for great customer service across APAC. By joining forces we can give clients across both businesses access to a richer set of skills and capability, both locally within APAC and in global programmes.” 

Kauppinen said: “Like us, Rombii are B2B tech specialists and there’s a great cultural fit. We’re excited about partnering with Rombii and what the combined offering means for our clients and the growth and development opportunities for our people. We’re building the best in B2B, and Rombii is a huge step in that direction.” 

Howell said: “Marcus and I are truly excited about what this means for our clients and the team. This acquisition will enable us to further invest in the breadth and skills of our people and to immediately expand and deepen our coverage across the region.  

“We can now offer clients end-to-end marketing services with global capability while maintaining a focus on providing strong client service at a local level and in native languages. TMP’s commitment to growing the APAC footprint from within APAC ensures we can continue to provide solutions for our clients that are built and developed locally, with an appreciation and understanding of the nuances in each market in what is a diverse region.” 

Rombii joins US-based Campaign Stars and 90octane alongside Kingpin and Omobono, all of which were acquired in the last 18 months and will fall under The Marketing Practice brand.