Thanks to the continuity of our historical clients, we achieved a compound annual growth rate (CAGR) of over 25% in the first half of 2021: this is the best result since 2006, the year Advice was founded. Furthermore, during the pandemic, we implemented measures to strengthen and diversify the go-to-market, which saw additional effects already in the first half of 2021.
The creation of a series of gamification and loyalty solutions, which enable the management and improvement of loyalty rates net of sales, has allowed our clients to respond quickly to the pandemic crisis, developing new measures based on virtuous user behaviour in relation to the content and services offered by brands, as opposed to the more traditional promotions and prize catalogues.
The new companies that have chosen to rely on Advice's expertise include companies from the more consolidated industries in the group, such as Bauli and Cantine Maschio in FMCG, Iren and A2A in Energy Utilities, and from industries subject to the new go-to-market model, such as the Gedi Group, TEDX, Sporters, Q8, API IP, Geoweb (a company in the SOGEI group), and Samsung.
Fulvio Furbatto, the CEO & Founder of Advice Group, commented the following on the result: “The data from the six-month report show that we responded promptly to the change of scenario caused by the pandemic, successfully seizing the opportunities hidden behind the paradigm shifts we all recognised. Shifting the concepts of loyalty from transactional dynamics, focused on recurring sales, to behavioural dynamics that encompass all consumer actions relating to brand stimuli, has not only enabled us to open up markets with low turnover or where it's not possible to push spending, such as Utilities, but it has also strongly projected us into sectors with a high density of content such as publishing, sports, and entertainment.
On top of all this, we have launched an M&A plan aimed at enriching our technology, expanding the go-to-market, as in the case of the acquisition of Leevia last May, a platform specialising in the creation and management of social driven contests. We are now looking for new M&A operations aimed at completing what the group has to offer "unknown" users as well, in order to offer our clients end-to-end engagement and loyalty solutions: from the user activation phase, to the conversion phase, all the way to the loyalty phase".