Capital gains as communications consultancy group makes seventh acquisition
Definition, a family of communications consultancies, has continued its strategic expansion by today unveiling its acquisition of London-based creative marketing agency, OTM.
The deal marks Definition Group’s seventh acquisition and the third in the last 12 months as it continues its buy and build growth programme, bringing together consultancies to deliver brand and marketing services for clients.
It means the group – which has bases in Leeds, Manchester and London – now has annual revenues of £14m and a team of team of 120 specialists.
OTM specialises in B2B technology, financial services and the public sector with clients including HSBC, SS&C Advent, 8×8, ION Group, Transport for London and TPXimpact.
The agency uses its audience insight model – Human Affinity – to develop “impossible to ignore” brand strategies and campaigns spanning lead generation, content creation, asset delivery and performance.
Jennie Gerry, managing director of OTM, will join the Definition Group operational board following the deal.
The acquisition is set to deepen Definition Group’s presence in the technology, financial services and public sectors.
Heather Baker, group CEO, said: “OTM is a great strategic fit, bringing complementary expertise and experience to the group.
“As a team of specialist consultancies that work side by side, we are uniquely positioned to help organisations define their brand vision and deliver it in a manner that is aligned both internally and externally.
“Now, with OTM in the mix, we have enhanced our ability to deliver consistent, integrated, end-to-end solutions.”
Gerry added: “We’re excited by the potential of what lies ahead with Definition Group. A huge part of the appeal is working alongside a highly talented team of specialists to accelerate the scale of what we can now deliver – for our clients, our team and our business.”
Corporate finance and debt advisory services were provided to Definition by Andy Miller at Sentio Partners. Legal advice on the transaction was provided to Definition by Dahren Naidoo at Freeths and to OTM by Bryan Rickman, a consultant solicitor to Keystone Law.
