Internal communications agency acquired by PR business

Leeds-based PR agency Definition has today announced its acquisition of internal communications and employee experience agency Words&Pictures (W&P).

Founded more than 25 years ago in Leeds, W&P has a range of blue chip UK and international clients.

The deal marks Definition’s second acquisition in under three years following its purchase of Limelight in 2018.

Definition was established 14 years ago. As well as Leeds, it also has bases in London and Dubai.

The multi-million turnover group created by the latest deal has a combined 40 years of experience working for global brands across reputation management and employee engagement. The value of the deal was not disclosed.

The enlarged team includes communication & employee engagement specialists, reputation and crisis management experts, former national print & broadcast journalists, design creatives, editorial and content producers and digital marketing teams.

The group’s portfolio of clients spans financial and legal services, motoring and transport, health, plus education and tech.

It includes Direct Line Group, Honda, Southeastern Trains, Phoenix Group, Astrid & Miyu, Benenden Health, Nautilus International, Nexus, Winston & Strawn and the University of Leicester.

The acquisition will see W&P founder Tony Layton become a non-executive director and vice chairman on the Definition Agency Group board along with W&P managing director Andy Holt.

The two long-time colleagues will work alongside Definition’s chairman Nigel Howes and managing director Louise Vaughan to spearhead growth, which will include service line development and future acquisitions.

Howes said: “We have an ambitious growth strategy for Definition which is centred on identifying and leveraging complementary service lines that add significant value to our clients and our business.

“We were not only attracted by the fantastic pedigree of W&P but the people within the business who share our passion for delivering services that are not only valued by our clients but highly rewarding for our people.

“We now look forward to making our combined aspirations a reality.”

Holt said: “Both agencies are clearly major players in our respective areas of expertise.

“But bringing W&P and Definition together now offers significant benefits, both for clients and for our wider team.

“This ‘one team’ approach will streamline communications for clients and add value. For our wider team the move offers career development opportunities and gives us strength in numbers during challenging times.”

He added the company was in the throes of developing an ‘inside&out’ approach to communications, which would address the “risk-laden gaps” between internal and external communications, including a new virtual conferencing platform Eventiv that is already making an impact with clients, at home and overseas.

Louise Vaughan, managing director of Definition, added: “If ever there was a need for companies to take a fresh look at how they engage with their internal and external audiences to grow belief, reputation, and profile, it’s now.

“In today’s rapidly changing world our clients will benefit from clear, consistent, joined up communications delivered inside and outside their organisation.”

Funding for the acquisition was provided by ThinCats (Ben Kimball), with corporate finance support and debt advisory services provided by Ian Marwood, Andy Miller and Matt Tollefson at Sentio Partners.

Legal advice on the transaction was provided to Definition by Dahren Naidoo at Freeths, to Words&Pictures by Tim Wimbush at Needles Partners and to ThinCats by Andrew Curtis at Clarion.