Amaze has acquired London based digital and eCRM agency Underwired as it looks to strengthen its presence in the capital.

Underwired creates eCRM programmes, online campaigns and websites and its clients include The Sun, McCain Foods and Nickelodeon.

A deal was agreed based on cash and shares and the new company will be headed up by Underwired's Felix Velarde. It will continue to use the Underwired brand to promote its eCRM services.

It is the latest "strategic acquisition" for Hasgrove agency Amaze, which has offices in Cheshire and Manchester, after it snapped up London and Belfast digital technology consultancy MCL Digital earlier this month.

Amaze CEO, Rod Hyde, said: "We believe the silos applied to various digital disciplines are inherently flawed, so this deal means we can provide clients with seamless management of the customer journey across all digital touch-points.

"The expertise and best practice that Underwired brings to Amaze, along with the advantage of their presence in London, means we are now able to offer an even greater breadth of services to our diverse stable of clients."

Felix Velarde, managing director at Underwired, added: "Being part of the Amaze family means that we will now be able to deliver every aspect of the digital story, from high-end planning to fast turnaround production."

Amaze now has 180 staff across its offices in the north, London and Brussels.