The sister agencies, which were set up by Claire Griffin two decades ago, will operate out of London.
Associate directors Alexandra Delf and Flora Beaumont are being promoted to managing director to lead the merged entity.
Delf will be responsible for the organisation’s client and media relations as managing director, EVP. She was previously associate director of Ophir PR and brings a wealth of international experience launching and building global luxury travel brands.
Beaumont will oversee financial management, growth, client strategy and team management as MD of operations. She was previously associate director of Grifco PR and led company growth over the past five years.
Beaumont has helped launch hotels and travel brands, and directed strategy and comms for Hilton’s luxury brands, Plaza Premium Group and Wyndham Hotels & Resorts, among others.
Griffin will remain part of the Grifco business and assist in initiatives for parent company MMGY. She will continue to provide strategic guidance and thought leadership for clients and the luxury travel and lifestyle sector.
“Combining the expertise of our two teams brings clients even greater knowledge, resources, partnership opportunities and experience in the luxury travel and lifestyle sector,” Griffin said.
Recently, sister firms Wild West and Wild Card merged operations as agencies explore more efficient ways to operate due to the economic downturn.