Consumer PR firm Saffron acquired by Attenborough

Attenborough Associates has acquired consumer PR agency Saffron Public Relations.

The cash and equity deal sees Saffron co-founders Annabel Alford and Jayne Readman join the Attenborough board.

Saffron will relocate to Attenborough’s offices next week, with all nine staff also moving across, along with retained consumer and trade PR clients including electrical goods firm Morphy Richards, cold remedy brand Lemsip and clothing retailer Mk One.

Readman said she and Alford were looking forward to ‘more client-facing work’ and stressed the benefits of pooling non-PR costs, such as administration and accounting.

She added that the future of the Saffron brand was ‘yet to be decided’, although she said she envisaged her team continuing to operate under the Saffron banner ‘for the foreseeable future’.