The merged entity will have a workforce of 35 people across London, Leeds and Dubai, and a combined revenue of about £3.1m. The Words&Pictures team will move to Definition's Leeds offices.
W&P founder Tony Layton becomes a non-executive director and vice-chairman on the Definition Agency Group board, along with W&P managing director Andy Holt.
Definition said its growth plans now include "service line development and future acquisitions". The latest deal follows its purchase of Limelight in 2018 – the enlarged agency was renamed Definition in January 2019.
Holt said the company is looking to develop an “inside and out” approach to communications, which would address “risk-laden gaps” between internal and external comms.
The enlarged workforce now combines comms and employee engagement specialists, reputation and crisis management experts, former national print and broadcast journalists, design creatives, editorial and content producers, and digital marketing teams.
Its clients span several sectors and include Direct Line Group, Honda, Southeastern trains, Phoenix Group, Astrid & Miyu, Benenden Health, Nautilus International, Nexus, Winston & Strawn and the University of Leicester.
Leeds-based W&P works with a range of blue chip UK and international clients.
Definition managing director Louise Vaughan said: “If ever there was a need for companies to take a fresh look at how they engage with their internal and external audiences to grow belief, reputation, and profile, it’s now. In today’s rapidly changing world our clients will benefit from clear, consistent, joined-up communications delivered inside and outside their organisation. Communication designed to give clarity in an unclear world, directly supporting leadership and business goals.”
She told PRWeek there were no redundancies associated with the deal. "The agencies have complementary services and skills so there is no duplication to be eliminated. The move is to fuel growth across the two businesses and we would hope to be expanding our teams in the near future as a result of the fantastic growth potential associated with the new combined offer."
Holt said: “Both agencies are clearly major players in our respective areas of expertise. But bringing W&P and Definition together now offers significant benefits, both for clients and for our wider team. This ‘one team’ approach will streamline communications for clients and add value. For our wider team, the move offers career development opportunities and gives us strength in numbers during challenging times.”
The value of the deal has not been disclosed.