The Story of Adimo: How a Simple Idea Became a Global Business

Stuart Elmes


In its six years of being, Adimo has undergone a huge expansion. From humble beginnings in a tiny flat in Glasgow to winning Scottish Tech Start-Up 2019, the company has achieved a lot in a short space of time. Adimo’s products or ‘Journeys’ as we like to call them, make marketing shoppable and allow for a frictionless path to purchase wherever however and whenever a brand’s customers want to shop for them.  

CEO Richard Kelly cut his teeth in the early frontiers of digital marketing. As a dedicated technophile, Richie has always been fascinated with technology and how he can leverage it to make life easier. His business partner CTO Colin Brown started as a .net developer both for agency and the client side, bringing a technical edge to an already dynamic partnership.  

But how did it all begin? 

Whilst Richie was working on a paid search campaign for Glasgow based brewery Innis and Gunn he thought he'd try some of their beer for himself. With no obvious way to buy the product online, Richie started to wonder if there was a way to make marketing ads shoppable and connect customers with a simple path to purchase... and so the seed for Adimo was born. In need of a developer to turn this idea into a working concept Richie took to Twitter, an old friend got in touch. The two met up over a pint and haven't looked back since.

The Evolution of Adimo

After starting with a basic technology that could make recipes shoppable and add products to a retailer's online shopping basket, the pair secured investment to develop Adimo's technology into the platform it is today. This has paved the way for exciting innovations in shoppable technology including voice, podcasts, and packaging, as well as our best-in-class analytics dashboard!

As the business has grown, so too has our client portfolio. We work with some of the world's most recognisable FMCG brands, such as Bacardi, Arla and Nestle. In fact, we're now Nestle’s global supplier for shopper journeys. That’s a lot of brands!! 

But it's not just our technology that's evolved, it's our people too. Having started out life as two people working at a kitchen table, we're now a 23 strong team, working from two offices (our Glasgow HQ, and London) with a vision to make marketing shoppable.  

So here we are, after six years of hard work and showing no signs of slowing down. We're constantly seeking out new clients, new opportunities to innovate...and even a few more awards! So keep your eyes peeled for exciting updates across 2020.



Adimo are hosting a webinar to talk about the Social Commerce Opportunity on Thursday 27th February. If you are interested do not hesitate to sign up below.