Way To Blue buys London-based marketing and PR agency Abundant

International entertainment-focused communications agency Way To Blue has made its first acquisition, swallowing up ten-strong PR and marketing agency Abundant in a cash deal for an undisclosed sum.

Adam Rubins: CEO at Way To Blue
Adam Rubins: CEO at Way To Blue

It is understood all of Abundant's senior team will transfer over to Way To Blue, with the exception of managing director and current owner Shane Wall, who is to focus another of his companies, Unusual Productions.

Abundant’s clients include Universal Pictures, Paramount, Lionsgate and CNBC, while Way To Blue works with 20th Century Fox, the Walt Disney Company and Sony Pictures, making it one of the largest entertainment specialist agencies in the UK.

Way To Blue was founded in London in 1996 and now has offices in Los Angeles, Sydney and across Europe.

The 35 staff in its London office are expected to be joined by Abundant's staff from the beginning of October and Abundant will be integrated into the larger agency instead of retaining its name.

Among the Abundant senior team is creative director James Wilkins, who will retain the same role at Way To Blue.

Adam Rubins, CEO at Way To Blue, said: "As the first of a number of acquisitions, the Way To Blue Board and myself are delighted to have the opportunity to integrate new talent within our existing team of communications experts."

The agency declined to comment further on its acquisition plans.

Wall said: "I am confident knowing that [Abundant], its clients and its staff are in the best possible hands within Way To Blue and under the leadership of its executive team."

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