Strategic communications group continues expansion with acquisition
Leeds and London based strategic communications group, Definition, has acquired B2B growth agency TopLine Comms, including TopLine Film.
The deal adds SEO and inbound marketing along with video and animation content production to the group’s InsideOut Communications delivery model for major brands, business leaders, member organisations and Government. These additional capabilities boost the firms ability to deliver lead generation and content marketing alongside strategic brand creation, reputation management, social media and employee engagement services and create a £5m turnover group.
TopLine is Definition’s third acquisition in seven months following its purchase of London creative brand agency Redhouse and Leeds-based W&P – one of the country’s leading employee engagement agencies.
The Group’s expanding expertise in B2B communications has resulted in a series of prestigious client wins since the start of the year, including Halfords, the International Federation of Red Cross and Red Crescent, cyber security firm Reliance ACSN and the Security Industry Association.
Founded in London by CEO Heather Baker in 2008, TopLine is one of the UK’s leading B2B digital PR and SEO agencies, with specific specialisms in fintech, tech, engineering and education.
Following the deal Baker will join the Definition Group board, as group marketing director, with the TopLine Comms team joining Definition under the leadership of Louise Vaughan. Jamie Field will continue as managing director of TopLine Film, driving the growth of its film, video and animation production and delivery services to a diverse range of clients.
Nigel Howes, chairman of Definition said: “The TopLine acquisition is an important next step in our ongoing growth strategy. It brings together two of the UK’s foremost B2B agencies – both leaders in their specific fields of reputation management and search-centric PR – to form the ultimate B2B growth agency and position it as one of the top 3 in the UK.
“The acquisition also broadens and deepens our sector and service coverage – adding fintech and engineering specialisms to our existing expertise in business and professional services, technology, education, transportation, health & wellness, financial services and the public sector.”
Baker, added: “Of all the agencies we’ve talked to, Definition stood out because its ambition, culture and values closely matched our own. It also had a clear and well-articulated growth strategy that offers excellent prospects for our business and our team. We’re incredibly excited about the opportunities to offer an expanded range of services to our clients and for working together with the other group agencies to deliver accelerated growth.”
Funding for the acquisition, as part of its ongoing support for Definition’s growth strategy, was provided by ThinCats (Ben Kimball). Corporate finance and debt advisory services were provided to Definition by Andy Miller at Sentio Partners and corporate finance services were provided to TopLine by Mark Madsen at Madsen Advisory. Legal advice on the transaction was provided to Definition by Dahren Naidoo at Freeths, to TopLine by James Hardy at Acuity Law and to ThinCats by Ben Slack at Clarion.
