Atomic 212° has inked an acquisition with CRM specialist BrandMail, with BrandMail being absorbed by 212° Ignite, the content marketing and CRM unit of Atomic 212°.

BrandMail managing director Kevan Baker has also joined the agency to head up 212° Ignite.

Kevan Baker founded BrandMail in 2010. He brings an impressive list of new clients into the Atomic 212° business, including Melbourne Storm and Yellow Brick Road. BrandMail also works with Atomic 212° client AMP.

The days of identifying a linear path to purchase are over. The BrandMail acquisition rounds off Atomic 212°’s ability to reach consumers at all points of that journey.

The CRM business returns on average $42 worth of earned spend for every client dollar spent.

Atomic 212° chief executive Jason Dooris said the deal will provide significant benefits to the agency’s existing stable of clients, which includes TAB, AMP, Progressive Insurance and Origin Energy.

“It brings a true direct marketing approach to escalating engagement. It syncs itself perfectly to the targeted media and lead generation campaigns which are already running with Atomic 212°,” he said.

“We already provide our clients with direct marketing services, but bringing the specialist service in-house will equip them with a best in market offering.”

Baker added, “We’re excited to be teaming up with Atomic. This deal will allow BrandMail to significantly improve its CRM systems, which will provide advanced capabilities for Atomic 212°’s client roster, as well as BrandMail’s existing clients.”

The deal follows a period of significant successes for Atomic 212°. Aside from winning tens of millions of dollars in new business in recent months, the agency was named Campaign’s Independent Agency of the Year across Australia and New Zealand, while also winning gongs for Digital Agency of the Year, emerging Agency of the Year and Media Agency of the Year.

Dooris was also recently named runner up CEO of the Year across all business sectors, while also winning the Campaign Agency Head of the Year award for 2015.