Marketing services and technology company Inspired Thinking Group has expanded into the South East after acquiring London-based Creator.

Birmingham-based Inspired Thinking Group (ITG) said the buyout of Creator, which specialises in electronic customer relationship management, would enable it to offer a deeper level of marketing intelligence and customer insight to clients.

ITG's chief executive Simon Ward said: "Marketers increasingly rely on timely, relevant and personalised communications as they engage with customers across multiple channels.

"Providing the detailed customer intelligence to support marketers in developing their communications strategy is at the core of what Creator does.

"The acquisition appreciably extends our proposition in the era of big data. Creator's expertise perfectly complements the marketing services we currently offer."

Creator's founder Mark Brennan will continue as chief executive of the renamed ITG Creator.

He added: "Joining the ITG family, with its highly regarded marketing technology and professional services, will significantly strengthen our offering to the retail sector, both at home and abroad."

ITG's client roster includes Marks & Spencer, Audi, Pets at Home and Renault while Creator works with Virgin Media, healthcare company Merck Sharp & Dohme and holiday company TUI Group.

The business recently opened offices in New York and Chicago to expand its operation into the USA and last year it invested in retail agency Vitamin. It now employs 500 staff.

Bridgepoint Development Capital, the smaller buyout and growth capital business arm of private equity firm Bridgepoint, bought a majority stake in ITG in March 2014 for £28 million, acquiring it from previous backer Livingbridge.

Advised by Browne Jacobson, Lloyds Bank Commercial Banking provided senior debt facilities to support the acquisition of Creator.

Advisers on the deal included Catalyst Corporate Finance, Eversheds, Thinking Legal, Intuitus and EY. - all for ITG.

Clearwater International, led by UK managing partner Phil Burns, advised the management of Creator on the acquisition.