Bond’s acquisition of JAM CRM strengthens a conviction we’ve held for years:
Brands grow when loyalty, CRM, customer intelligence and experience work in tandem around a shared understanding of the customer.
Customer relationships have never fit neatly into organizational charts. A customer doesn’t distinguish between a loyalty interaction and an email. They don’t experience an app separately from a service interaction, an offer, a store visit or a conversation with an employee. To them, it’s all one ongoing relationship with the brand and that reality is changing what brands need from their partners.
For years, marketers have talked about personalization at scale. Today, advances in data and AI are finally making a much more individualized relationship possible. But technology alone isn’t the answer. Knowing more about a customer only matters if a brand can turn that intelligence into experiences that are relevant, useful, and consistent. The next era of growth belongs to the companies that stop treating loyalty, CRM, and customer experience as separate disciplines.
Deliberately expanding what we do best
Bond has spent decades helping some of the world’s leading brands understand customers and build stronger relationships with them. Our work spans loyalty, CRM, customer experience, behavioral science, data and analytics, technology, strategy, and creative execution.
Over time, we have deliberately expanded those capabilities as the needs of our clients and their customers have evolved. Our acquisition of UK-based relationship marketing agency, Armadillo, in 2025 added exceptional CRM strategy and creative depth. Now, our acquisition of JAM CRM, one of North America’s leading independent CRM agencies, extends that strategy: continuing to expand the scale, depth, and specialization that we bring to increasingly complex global customer relationships.
JAM brings more than 150 strategists, creatives, and data specialists with deep expertise across CRM strategy, lifecycle marketing, segmentation, CDP strategy, and campaign execution. Just as importantly, its teams know how to turn the technology brands already own—including Salesforce, Adobe, and Braze—into better customer experiences.
Together, Bond and JAM now sit within a team of more than 900 people across North America and Europe, with complementary expertise across the full breadth of connected customer engagement.
For clients, the result is straightforward: a deeper bench of specialists and a broader set of capabilities behind the relationships they are already building with Bond. For JAM clients, day-to-day business continues as usual, with access to Bond’s broader data science, proprietary tools, and customer-engagement capabilities.
More intelligence. More individualization. More connected experiences.
The opportunity is bigger than adding CRM capacity.
Bond brings deep customer intelligence, behavioral science, loyalty, customer experience, strategy and data science. JAM brings sophisticated CRM execution and a demonstrated ability to individualize communications at scale.
Bring those capabilities together and something more powerful becomes possible. Customer intelligence informs targeting and segmentation; those insights shape creative and messaging. CRM is what makes those decisions actionable across the customer lifecycle. Loyalty creates the additional value and reasons for customers to engage. And data from those interactions? It can make the next experience even smarter.
That is what connected customer engagement should look like. As Morana Bakula, Bond’s President and CEO, notes: “The brands that win will use what they know to be more thoughtful, not just more frequent, and that only works when loyalty and CRM share the same understanding of the customer.”
AI makes that ambition much more achievable, but AI is an enabler, not the strategy. The relationship is the strategy.
Why this matters now
Marketers are under pressure to make their enormous investments in customer data and technology deliver tangible returns. At the same time, customers expect brands to recognize them without overwhelming them, anticipate their needs without overstepping, and make every interaction feel connected.
Closing that gap requires more than another platform or another channel. It requires strategy, data, creative, and technology working with a single, collaborative view of the customer. That is the future Bond is building toward.
Our CRM investments are a deliberate part of that ambition. Armadillo brought additional world-class relationship marketing expertise in Europe. JAM now adds significant CRM depth and reach in North America. Bond provides the broader foundation that connects it all.
For Bond, this is another step toward one clear ambition: help brands turn what they know about their customers into relationships that create lasting growth. That has always been the work. Now, we can do even more of it.
Learn more about Bond’s acquisition of JAM CRM, and what it means for the future of connected customer engagement.
Get insights.
You will receive emails from Bond, including updates and relevant content. You can unsubscribe at any time.