Ardmore Group buys London PR agency Modus, restoring its original name
What's the deal? Britain's Ardmore Group has acquired 100% of London-based communications agency ModusBPCMDealroom has a profile for this one. Try Dealroom →, which will revert to its original name, ModusDealroom has a profile for this one. Try Dealroom →. Terms were not disclosed. Founder Julian Vogel stays on as a consultant, while strategic director Rosie Pierce becomes managing director.
What each side does: Modus is a luxury, fashion, and beauty-focused PR and content agency with nearly 40 years of history as an independent. Belfast-based Ardmore serves clients across the public sector, retail, and consumer goods, with offices across the UK.
Why now? "Communications is constantly evolving, and never faster than now," Vogel said, calling Ardmore and chief executive officer John Keane "the perfect strategic partner, with complementary services that create new opportunities for Modus' next phase of growth."
What's the endgame? Ardmore wants Modus to extend its international reach and deepen its creative portfolio. Ardmore is also a shareholder in Worldwide Partners Inc., a network of independent agencies spanning 60 countries, which Vogel said will open international opportunities for Modus clients.
Modus will keep partnering on projects with New York-based agency BPCMDealroom has a profile for this one. Try Dealroom →, with which it merged its London business in 2017 to form ModusBPCM. Keane said Ardmore prizes "specialists, not generalists," adding that Modus's "deep knowledge of all major luxury categories" and track record in content, experiential, and PR stood out.
The signal: London agency consolidation keeps rolling. Last week The Lede CompanyDealroom has a profile for this one. Try Dealroom → acquired Aisle 8Dealroom has a profile for this one. Try Dealroom →, part of a wider trend of communications and events firms clubbing together or buying complementary businesses to broaden reach across continents.
Read more: wwd.com
Image credit: Artem Beliaikin
