Aberdeen digitalisation company makes waves by acquiring strategic marketing specialists

Aberdeen based digitalisation specialist, Dax Group, is proud to announce the acquisition of Breakwater Agency as part of its commitment to improving customer success and engagement within the business.

The strategic move is the first step in Dax Group’s ambitious plans to transform the way that businesses develop digital technologies.

Colin Dawson, Founder of Dax Group commented, “Nearly 80% of digital projects fall short. Not because of the technology, but because of misalignment, not digitally literate leadership, and disengaged teams.  Over the last 15 years, I’ve found that technology does nothing without people, and that’s why it was important that I found the right fit for Dax Group.”

Adele Slater, founder of Breakwater Agency will join Dax Group as Engagement Director to lead the Empowerment and Engagement arm of the business.

Colin continues, “digital transformation isn’t just about technology, it’s about people.  Too often, projects fail because teams aren’t engaged, leadership isn’t aligned, or the vision isn’t communicated effectively.  The Empowerment and Engagement part of our business brings strategic marketing, data-driven storytelling and behavioural psychology into the Dax Group philosophy, bridging the gap between long lasting innovation and effective user adoption.”

Adele Slater, Engagement Director comments, “Breakwater’s expertise in designing targeted data-driven marketing campaigns and fostering authentic and interactive experiences align perfectly with Dax Group’s strategy.  I’m looking forward to activating the human side of transformation, helping teams to overcome resistance, build momentum, communicate clarity and engage people throughout the entire process.  We will also incorporate coaching and facilitation to empower teams and maximise impact throughout their digital evolution.”

Dax Group seek to change the way organisations approach their digital ecosystem and transform by encouraging them to think about long-term sustainability.  Too often, decisions are made to fix today’s problems without thinking about tomorrow’s needs.  Dax are committed to building successful solutions that are user-friendly and designed in a way to adapt and evolve, avoiding costly re-build. 

Colin says, “we are transforming the market with new ways of building software to ensure its future and can grow with our client’s business.  We aim to unlock value at every key deliverable in a digital project from building meaningful solutions to fostering a culture that is ready to optimise use of new technology and empowering teams and systems to evolve as their business requirements do.”