The Academy will become the name of the comms group, with Shine @ The Academy its consumer PR offering.
Mitchell Kaye and Daniel Glover, who founded The Academy in March 2014, will take a majority stake in Shine Communications. Rachel Bell, who founded Shine in 1998, will take up the role of chairman and remain a shareholder.
Kaye and Glover plan to extend the group into other disciplines beyond PR and launch additional businesses.
Kaye said: "Dan and I always wanted to build a group and this gives us the opportunity to accelerate those plans. Shine was my first agency and therefore one that has always been close to my heart. The opportunity to lead Shine and expand The Academy’s offering is something we’re really excited about and cannot wait to get started."
Glover added: "Our mission is to build an academy of companies that brings together the brightest minds to produce the best work in their respective fields. Shine has a reputation for developing brilliant PR people and producing industry-leading creative work so fits the criteria perfectly. We’ve used the past couple of years to develop a way of working that delivers intelligent thinking, applied creativity and world-class connection to push the boundaries of what PR can achieve for clients. It is now time to push on and scale that approach."
The Academy will move into Shine’s Hardwick Street offices this week. The newly merged agency will have 40 staff and a client portfolio that includes QVC, Unicef, Sony, The Royal British Legion, Indesit Hotpoint and Lionsgate.
Bell said: "My philosophy of letting people shine has been at the heart of Shine’s values since day one and was a big reason we set up the agency in the first place. So I am sure you can imagine my excitement at Mitch’s return to lead our combined businesses alongside Dan."