Stagwell acquires QStrauss to boost Adobe capabilities

Stagwell has agreed to acquire QStrauss Consulting, a Colombia-based firm that will join the Code and Theory Network.

The deal adds an Adobe implementation specialist to Stagwell's roster as Code and Theory expands its work around Adobe's software and services.

QStrauss advises clients on Adobe systems, including implementation, consulting and integrations. Its clients include Walmart, BBVA, Santander, Grupo Salinas, OXXO and Bimbo.

The acquisition will deepen the Code and Theory Network's pool of Adobe specialists and extend its reach in Latin America. QStrauss is based in Colombia and has worked as a preferred Adobe consulting vendor.

Mark Penn, chairman and chief executive officer of Stagwell, tied the transaction to the group's broader digital transformation business.

"The addition of QStrauss further enhances Stagwell's position as a leader in digital transformation," Penn said.

"QStrauss builds upon our existing Adobe capabilities, strengthening our expertise and helping clients maximise the value of their marketing technology investments."

Code and Theory has been building a closer relationship with Adobe through a three-year co-development agreement focused on industry-specific products and services. The arrangement combines Adobe's platforms with Code and Theory's creative and technology operations, backed by Stagwell's wider network.

The industries covered by the agreement include financial services, business-to-business markets, sport and retail. Code and Theory has also introduced what it calls the Creative Intelligence System, a tool designed to help marketers test decisions before launching campaigns by using synthetic personas.

The system draws on Stagwell's identity graph and Code and Theory's internal marketing operating system, known as The Machine. It links campaign data, asset libraries, creative production and performance results.

Regional growth

The acquisition also aligns with the Code and Theory Network's broader international expansion. The network has recently increased its presence in the Middle East and North Africa through partnerships and acquisitions.

Last year, Code and Theory partnered with Consulum to launch Maydan Sports, a sports engagement collective focused on helping organisations in the region build international reputations and local reach through sport. The year before, Create.Group joined the network, adding a digital agency business in the Middle East.

For QStrauss, the deal provides access to a larger international group as demand grows for implementation and integration work around major marketing software platforms. Adobe consulting firms have become increasingly important to agency groups and technology advisers as clients seek help connecting customer data, campaign tools and content systems.

Gabriel Africany, co-founder of QStrauss Consulting, described the move as an opportunity to expand the firm's work within a broader network.

"Joining Stagwell and the Code and Theory Network is a major milestone for QStrauss Consulting and for the team we've built. We're proud to be a trusted Adobe implementation partner, and this partnership will let us scale that impact, bringing deeper Adobe expertise and stronger delivery capacity as Code and Theory co-develops industry solutions with Adobe," Africany said.

Dan Gardner, co-founder of Code and Theory, said the deal would support the group's work with Adobe across markets and sectors.

"Code and Theory and Adobe are creating software and services that allow businesses to take a leadership position during this next era of creative and technological possibilities. This acquisition gives us more global reach, talent and ability to do things that haven't been done before. It further solidifies Code and Theory as the place where the C-suite comes together to experience change," Gardner said.