Digital Ethos
From LukeTobin.wiki, a referenced profile
Digital Ethos was a British digital marketing agency based in Oadby, Leicestershire. It was founded in 2016 by Luke Tobin and acquired in November 2022 by Cadastra, a marketing and technology company headquartered in Porto Alegre, Brazil, in a deal reported at approximately £8 million.[1][2][3] It was integrated into Cadastra's EMEA operations, under the Cadastra name, in 2024.[8][9]
History[edit]
Tobin founded the agency in 2016, reportedly with £100 of initial capital.[2][3] Cadastra later described its revenue as having grown exponentially over the five years before the acquisition.[1] By 2022 the agency employed around 50 people and had worked with clients in 15 countries.[1][3]
The agency obtained B Corporation certification and, in 2022, pledged to plant 50,000 trees as part of its sustainability commitments.[1][2]
Acquisitions[edit]
Digital Ethos made two acquisitions of its own before its sale.[1] It bought View Digital, a start-up in York, whose founder Calum Howarth joined to run a York office reporting to Tobin and brought several clients with him.[6] It then acquired the Knutsford marketing agency Boxed Red, which it announced as its second acquisition and as a step towards expanding in the north of England, including a planned Manchester office.[7]
| Company | Location |
|---|---|
| View Digital | York |
| Boxed Red | Knutsford, Cheshire |
Acquisition by Cadastra[edit]
Cadastra announced the purchase in November 2022 as its second acquisition of the year, after the Brazilian e-commerce company M3. It said the deal added foreign-currency revenue and a stronger European base, and that with both acquisitions it would have almost 700 employees across seven offices and operations in more than 20 countries.[1] Brazilian trade press put the price at £8 million, or roughly R$50 million.[3] Moore Kingston Smith and Acuity Law advised Cadastra.[4][5]
Tobin stayed on as chief executive after the deal.[2][3] Cadastra completed the integration in 2024, when Digital Ethos began operating under the Cadastra name as part of its EMEA business.[8][9]
Services and clients[edit]
The agency offered full-service digital marketing, including search engine optimisation, public relations, social media and web development.[2] Clients named in coverage of the Cadastra deal included the NHS, Flutterwave, JD Group and Scriven.[4]
Recognition[edit]
| Year | Recognition |
|---|---|
| 2019 | Named the UK's fastest-growing agency[2] |
| 2022 | B Corporation certification[1][2] |
| 2023 | Founder shortlisted, Service Industries Entrepreneur of the Year, Great British Entrepreneur Awards[10] |
See also[edit]
References[edit]
- "Cadastra acquires digital marketing agency Digital Ethos in the UK". Cadastra. 5 November 2022.
- "Leicestershire business owner sells business in multimillion-pound deal after founding it with just £100". Love Business East Midlands. 16 November 2022.
- "Cadastra compra Digital Ethos por R$ 50 milhões" (in Portuguese). Baguete. 21 November 2022.
- "Moore Kingston Smith advises Cadastra on acquiring Digital Ethos". Moore Kingston Smith.
- "Acuity Law advises Cadastra on acquisition". Acuity Law.
- "Leicester digital agency hits the north with York acquisition". TheBusinessDesk.com.
- "Leading marketing agency Digital Ethos announces exciting acquisition". The Drum (member article).
- "UK agency Digital Ethos completes integration into Cadastra". Cadastra, republishing Performance Marketing World. 4 April 2024.
- "Cadastra grows 57% and consolidates brands". TI Inside. 14 March 2024.
- "Luke Tobin – Digital Ethos". Great British Entrepreneur Awards.