W said the deal – for an undisclosed sum – is a commitment to the company’s plan to expand across the UK and get a foothold in the Scottish market, and expand its services and geography at a time when independent businesses may be struggling.
Steely Fox grew from Scotch whisky expertise into a specialist team of six.
W Communications founder and global CEO Warren Johnson told PRWeek he has known Steely Fox founder and managing director Rory Steel since 1998. They have worked together on campaigns for brands including Hendrick’s Gin, Lidl, The i newspaper, and Sailor Jerry rum.
Steel will move into an advisory role and Emma Dunn has been appointed as head of W Scotland.
W Communications CEO Rachel Friend said expanding the agency's footprint into Scotland is a “natural next step”.
“W’s award-winning PR and social specialisms combined with Steely Fox’s Scottish expertise underlines our commitment to delivering best-in-class work wherever in the world a brand may be,” Friend said.
“We’re really excited to bring Rory and his team into the W family. Our agencies have worked together several times over the years, which has always delivered great results. The synergy between our two businesses, in terms of clients and culture, made the decision an easy one... it’s drams all round with this one!”