New combined agency to be based in Old Street and headed by Tony Roberts [pictured].

Integrated agency freeform.London has acquired agency Firebelly and the new larger agency will be based in Old Street, London.

freeform.London will now work across AV, digital and print and boast 2D and 3D animation teams, more diverse digital and social media teams, a sound booth and four edit suites.

Entertainment specialists freeform have recently worked on ZombieU for the new Nintendo Wii U platform. Firebelly worked on the home entertainment TV campaign for The Hunger Games.

Guy Meyer, MD of Firebelly will stay on for a 3-month period and then retain a Non-Executive Director role within the new company. Meyer said: “Having founded and run my agency for nearly 20 years, it means a lot to me to transition to a new strategic role within a larger agency and for my team to have an exciting future ahead for themselves. I have a huge amount of respect for freeform.London and the ‘fit’ for the Firebelly teams was absolutely perfect. I’m convinced that will also be the case for our clients as we’ll create more ground breaking campaigns across all platforms going forwards.”

Current freeform.London Director Tony Roberts [pictured] will head the new agency. He said: “Now that we have more experience in our audio visual team and more award winning resource in our digital team, firstly we’re very excited about making sure our current clients feel all the benefits of the wider team and secondly, winning new accounts with our fantastic portfolio of work and strategic thinking. From a commercial point of view, we are now very well placed to support our LA team and ensure that more global campaigns are realised.”

Darren Cavanagh, Creative Services Director at Firebelly will assume the role of Head of Motion, the audio visual division of freeform.London.