Four is merging BGB with its own travel PR offering to create Four BGB, a division which will boast billings of £2.5m, 30 dedicated staff, and clients such as Visit Wales, The Barbados Tourism Authority, Etihad Airways and Club Med.
Neither party would disclose the financial value of the deal, which will see BGB move into Four’s Leicester Square-based HQ.
Four, a ten-year-old integrated consultancy, already has billings of nearly £6m (PRWeek Top 150 Consultancies, 2010). Chief executive Nan Williams said the group had ‘a new acquisition strategy’ which would see ‘successful, complementary independent businesses become part of the Four family’.
‘We are immensely proud to have acquired BGB, which is the jewel in the crown in its field and we’re keen to consider further acquisition partners in 2011,’ added Williams.
BGB founder Debbie Hindle becomes managing director of Four BGB, with her BGB deputy, Jo Johnson, becoming deputy MD. Both acquire equity in the merged agency, and will sit on the Four Communications plc board, reporting to Williams.
Four – which also has offices in Abu Dhabi and Dubai, and is part of the international PR network Pangaea – offers BGB scale for expansion, as well as media buying and digital marketing resource.
BGB’s Hindle said: ‘As part of an integrated, but still independent group, we can now offer critical new services like digital, public affairs, design and media buying, all under one roof.’