Content agency that crafted Castore voice acquired by expanding group
Ambitious Manchester agency group Embryo has acquired content specialist Making You Content (MYC), founded in 2014 by Kelly Gilmour-Grassam, which has been an instrumental part of the growth of disruptive sportswear brand Castore.
Embryo, founded in 2015, describes itself as a full service digital marketing agency and works across a range of industries, including but not limited to, finance, automotive, tourism, manufacturing, and e-commerce.
Its founder says the deal brings clients a more comprehensive range of services.
Ross Green, CEO of the Embryo Group, told TheBusinessdesk.com: “This acquisition marks a significant step in Embryo’s growth strategy and shows our dedication to providing cutting-edge business and marketing solutions. I am confident that with Making You Content’s impressive track record and Kelly’s leadership, combined with our collective strengths, we will continue to deliver exceptional service for our clients and lead by example within the industry.”
It’s a “perfect addition”, he added.
Amongst MYC’s client roster is North West founded sportswear brand Castore, which has emerged from nowhere to challenge Nike, Adidas and Puma, and is worn by major clubs and national teams in football and cricket – on the MYC website their contribution is subject to a glowing testimonial.
“MYC has been instrumental in crafting the Castore tone of voice – working alongside us to identify our audience and establish a brand identity that resonates. Their collaborative efforts have helped us to reinforce Castore’s position as a prominent player in the sportswear industry,” says a Castore executive.
Kelly Gilmour-Grassam founder of Making You Content, who is staying with the business, told TheBusinessDesk.com: “I’ve known Ross for years and seen what a brilliant business he’s built with Embryo. When thinking about the next chapter for Making You Content, I knew that it would be a good fit for our team and our clients as we look to continue levelling up our offering.”
She added: “This is a significant step forward for our agency. After over a decade in the business, I’m really excited to join the Embryo Group as we look to build our collective offering and the value MYC delivers to its clients.”
