The agency’s 28 staff relocate to Porta’s head office in Basinghall Street following the completion of the acquisition, and will work alongside Porta’s existing consumer PR company, Thirteen Communications. It is understood that Publicasity and Thirteen will operate separately for but one option for the future would be to merge the businesses into one consumer arm.
Publicasity works with a range of consumer brands in sectors such as food & drink, travel & tourism, retail, home and fashion. In 2013 it produced profit before tax of £527,567 on a fee income of £3.1m. Total assets less current liabilities were £2.2m, including cash of £382,986.
It becomes Porta’s fourth acquisition of 2014. "This acquisition along with the previous acquisitions of WSM Print & Design and Digital, Redleaf Polhill and PPS made in 2014, mean that Porta is successfully progressing its acquisition strategy to supplement the strong organic growth in our existing dynamic businesses," said Porta chief executive David Wright.
"Publicasity will work alongside Thirteen Communications to create a far bigger and more diversified consumer PR offering within Porta.
"The acquisition of Publicasity should greatly enhance our ability to build a successful leading international brand given the quality of both teams and is expected to be earnings enhancing in 2015."
Zoe Ward-Waring, managing director of Publicasity, said: "After 36 years of trading as a successful independent business, we now feel the time is right to become part of something much bigger and more integrated especially given the convergence of corporate and consumer among brands.
"Joining Porta is a fantastic opportunity for Publicasity to really strengthen our position in the market and be able to offer our clients a wider breadth of services and our colleagues even greater career opportunities."