Way to Blue has acquired UK-based digital creative and PR agency Abundant.
The move will bolster Way To Blue’s growing team in London.
Subject to due diligence, the deal will see key staff from Abundant’s PR, social and creative departments join Way To Blue from Oct 1.
James Wilkins has been named as Creative Director for Way To Blue’s creative department.
Way To Blue, which specialises in entertainment clients, now offers research, communications strategy, PR, social media, creative and media planning and buying.
Abundant owner and Managing Director, Shane Wall, will not take an operational role at Way To Blue. He said: “I have hugely enjoyed working closely with Olly Swanton, Way To Blue’s Founder over the past couple of months on the future direction of Abundant. I am confident knowing that the business, its clients and its staff are in the best possible hands within Way To Blue and under the leadership of its executive team. My time in the film marketing business has been most exciting and rewarding but I now look forward to being able to re-focus on Unusual Productions with co-director Jon Holmes, breakfast presenter on XFM – on forthcoming projects with BBC Radio 2 and Radio 4.”
Adam Rubins (pictured), CEO of Way To Blue, added: “Abundant’s strong reputation speaks for itself and bringing those skills into Way To Blue will re-enforce our goal to become the biggest and best integrated entertainment agency on a global scale. As the first of a number of acquisitions, the Way To Blue board and myself are delighted to have the opportunity to integrate new talent within our existing team of communications experts.
“It has been a great year for Way To Blue, launching our Creative and Media Planning & Buying departments. We are now in an even stronger position to offer the very best in innovation, creativity and value to our existing client base”
Way to Blue has offices in the UK, US, Australia and Europe. The company was founded in 1996 and has worked with clients including Fox, Universal, Red Bull, Sony Pictures, Disney, StudioCanal and Lionsgate.