Saturday, January 16, 2021

Second acquisition in a month for expanding communications group

Definition, the reputation management agency group with offices in Leeds, London, and Dubai, has acquired Redhouse, the London-based brand strategy and creative design agency, in a move that bolsters the Group’s ‘inside out’ communication delivery for major brands, business leaders, organisations and Government.

The value of the deal was not disclosed.

The deal marks Definition’s second acquisition in under a month and its third in under three years following its purchase of employee engagement agency Words & Pictures earlier in November and London-based Limelight in 2018.

The enlarged, multi-million pound turnover group has a combined 70 years of experience working for global brands and Government across brand creation, reputation management and employee engagement.

The acquisition will see Redhouse Managing Director Fiona Corey join the Definition Agency Group Board.

Nigel Howes, Chairman of Definition Agency Group said: “We have a bold and ambitious growth strategy based on a shared vision of the future. Our aim is to deliver significant value to our clients by acquiring and leveraging a range of complementary skills and services.

“Redhouse is a very good strategic fit because branding sits at the heart of everything we already do in reputation management at Definition and employee engagement at Words & Pictures. Its expertise extends our sector specialisms into Government and, through major departmental contracts, also strengthens our credentials in the transportation and education sectors.”

Fiona Corey, Managing Director of Redhouse said: “For over 30 years, blue-chip companies, government departments and public sector organisations have called on Redhouse to create meaningful connections with their internal and external audiences.

“The ability to blend the Group’s PR, external reputation management and internal communications services into our offer through a ‘one-team’ approach will not only be of major benefit to our clients but also offer fantastic new career opportunities for our people.”

Funding for the acquisition was provided by ThinCats (Ben Kimball). David Blois at M&A Advisory introduced the parties and advised Redhouse. Corporate finance and debt advisory services were provided to Definition by Andy Miller and Matt Tollefson at Sentio Partners. Legal advice on the transaction was provided to Definition by Dahren Naidoo at Freeths, to Redhouse by Christian Farrow at Acuity Law and to ThinCats by Andrew Curtis at Clarion.

Ben Kimball of ThinCats added: “We are delighted to have supported Definition for a second acquisition within a tight timeframe, and look forward to an ongoing relationship with this dynamic agency.”

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