Education specialist makes move for marketing agency

An education media specialist has acquired a marketing agency to strengthen its offering to education institutions across the world.

LDC-backed Hybrid, an education media and services provider, has acquired Prompt Marketing, another prominent innovator in the education marketing sector.

The deal reinforces Bristol-based Hybrid’s commitment to deepening its expertise and expanding its reach in the education landscape.

The acquisition of Prompt Marketing is a significant milestone in the growth strategies of both Hybrid and Prompt Marketing alike.

By bringing together the experience and resources of the two organisations, both companies are aligned on the key values that drive the creation of powerful campaigns.

Prompt’s founder and managing director Marcella Collins said: “My ambition to be at the forefront of marketing innovation in our sector and take clients on a journey of discovery and growth is higher than ever, and it’s this ambition that has driven my decision for Prompt Marketing to become part of Hybrid.”

Marcella will join the senior leadership team in the critical role of director of strategy.

Marcella has previously held positions at other market leading platforms including IDP Connect, Education.com and The Complete University Guide.

Her experience and innovative approach to Gen Z campaigns will be vital to Hybrid’s higher education clients around the globe.

Hybrid works at the cutting edge of all education advertising – be it in media, research, content or creative.

By leveraging Hybrid’s established global presence across Bristol, Philadelphia, Sydney and Kuala Lumpur, the collaboration will provide increased access to key markets and a strengthened client portfolio.

Prompt also brings further expertise to the partnership with their innovative offering, Reeled – a new product that utilises powerful social media content by connecting to university websites.

Hybrid chief executive Chris Cammann said: “The collaboration of Hybrid and Prompt is incredibly exciting for everyone involved.

“Together, we will be a formidable force in the sector and in partnership take great strides toward our common goals. Most importantly, adding Marcella to our existing strength in education knowledge and innovation takes us to the next level. I’m looking forward to sharing more detail on our plans in due course”.

Hybrid’s acquisition of Prompt Marketing is its first since the business secured a £13m investment from private equity partner LDC in June 2021.

Oliver Schofield, investment director at LDC, added: “Chris and the team at Hybrid have achieved strong global growth since the start of our partnership, expanding in the UK and APAC and opening their first US office last year.

“We’re excited to support their first acquisition to further accelerate growth. Marcella and everyone at Prompt Marketing are a perfect fit for Hybrid, and we are confident that the combined business is even better positioned to take advantage of opportunities in the fast-growing education market.”