The agency was acquired by Freshwater Group in 2009 and the rebrand marks the conclusion of a two-year integration process.
Life was founded in 1998 by Darlene McCormick, who will now take up a role as development director for Freshwater with responsibility for relaunching the agency’s consumer, lifestyle and retail business across the UK and Ireland.
Steve Howell, CEO of Freshwater, said: ‘The purchase of Life Communications has added great value to the Freshwater Group. Despite the economic climate of the past two years, Life has delivered a very strong financial performance, achieving ambitious targets.
‘Primarily the acquisition has given the Freshwater Group a presence across Ireland but we have benefited from the specialist expertise of the team in the areas of consumer, retail and sponsorship.’
Freshwater’s Irish operation will now be managed by Riki Neill, who will become MD after previously being deputy to the MD in Ireland.
Neill commented: ‘We are using the rebranding opportunity to launch new services here. These include our brand integration offering which helps clients make the most of the exciting new product placement opportunities now available, following a recent change in the EU broadcast legislation. We will also be able to offer the wider Freshwater specialisms including our digital marketing and stakeholder communications expertise.’
Freshwater is a Top 50 UK Consumer agency in PRWeek’s league tables and the number two agency headquartered outside London. Last year, the company had a turnover of £7.3m and a staff of 85.