Richard Parker, who is to head up the new agency, said: ‘We started talking last summer and the more we talked the more it made sense. The benefits for both our clients and staff meant we would have been mad not to do it.
‘PR, especially in the technology sector, is changing more rapidly now and it’s time to expand our offering digitally to keep up – that’s where Wildfire’s expertise come in.’
Parker, David Marsden, Andrew Shephard and Paula Fifield of EML, will be joined on the board with Wildfire MD Debby Penton and founder Lorraine Jenkins, in their roles as directors. The new 28-strong agency will move into EML’s current offices in Kingston, which will accommodate the expanded team of 28 people. One person has been made redundant.
Penton added: ‘Wildfire has experienced continued growth in the last few years and merging with EML will now mean we can tap into the global market too. We have no client conflicts and this joining of forces will mean we can have the resources to compete with higher profile competitors and build on the success we have achieved so far.’