The operations of Flytxt agency will be migrated to B!3A, a proprietary set of tools that Buongiorno uses to deliver digital marketing programmes for its clients. The idea is that Flytxt agency’s customers will now benefit from the capabilities of B!3A and its geographical footprint. The newly formed Buongiorno Marketing Services operation will retain all agency clients and Flytxt agency team.

Flytxt was founded in 2000 and went on to deliver a series of very successful campaigns with Cadbury, Channel 5, Coke, Orange, HarperCollins, Time Inc and more. Recently, however, the company has moved away from running campaigns to licensing its own marketing technology platform, Neon. Hence this sale.

Carlo Frigato, Buongiorno Group’s CFO, said: “With its presence both in the UK and US, Flytxt fits perfectly into our strategy to strengthen our marketing services offering and our positioning as a really global player in the mobile advertising and marketing arena.”

The new operation will be split into two divisions: Buongiorno Marketing Services Inc (to be lead by Flytxt co-founder Carsten Boers) and Buongiorno Marketing Services Ltd (to be lead by Adhish Kulkarni).