The 50:50 merger – which will take effect on 1 January 2015 – will see the combined firm go under the name of Infinite Spada, with offices in London, New York and San Francisco. The new firm will have more than 45 consultants.
Infinite Spada was registered with Companies House on 30 August by Spada CEO Gavin Ingham Brooke.
Infinite PR was founded in New York in 2001 by its current partner Jamie Diaferia and specialises in professional services and legal comms.
Infinite Spada’s clients will incorporate the legal, real estate, property, infrastructure and construction, corporate, pensions and asset management, accountancy and not-for-profit sectors.
The combination will enable the firm to deliver a complete package of comms support, including media relations, branding, digital and creative services, business development, research, film, content marketing, crisis management and litigation support.
Ingham Brooke will head up the firm’s European operations with Diaferia as president of the North American business. Both will join the board of Infinite Spada Global, a UK holding company, and take equity stakes in the business.
Ingham Brooke will assume the role of chief executive and Diaferia deputy chief executive.
Isabel Podda, who is currently Spada’s chief operating officer, will become the COO for Infinite Spada Global, which will be based in London. Further appointments will be announced in the coming weeks.
Ingham Brooke said: "When Spada was founded in 1994 it was the accountants and management consultants who had gone international: most property consultancies and law firms came later. Now even smaller professional service firms are globalising and, to keep pace, we need to follow them.
"Infinite PR has been an ally of Spada for some time now. In outlook, philosophy and approach, it is our perfect partner, with skills and service lines that complement and strengthen our own. Our merger enables us to attract, win and retain a different type of remit while not, for a minute, forsaking our existing clients."
Diaferia added: "The US legal sector is increasingly looking to the rest of the world to fuel expansion and growth, and we must be where our clients want and need us to be. London is a natural place to start, where the number of AmLaw 100 firms has doubled in the past 20 years.
"As the rest of the world is looking in, we’re increasingly looking out. Having a top-flight London and international capability will be strategically critical to our future development, which is why joining up with Spada now is a natural step for us."
The merger marks the second tie-up for Spada – last year the agency acquired a team from financial services specialist GR Communications, creating an asset management and investment division, GR Spada. This is led by Spada director James Poole and will be integrated into Infinite Spada.