Technology: Hasgrove merges agencies

Three businesses consolidated into one in attempt to create top UK digital agency.

Amaze: new board
Amaze: new board

The Hasgrove Group has combined its three digital businesses - Connectpoint, Amaze and Pavilion - as part of a plan to create a top ten digital marketing agency in the UK.

The new company, called Amaze, will launch on 15 September.

The Hasgrove Group was created in 2006 as a consolidating group for marketing and PR companies, and has targeted the digital market in particular as an area that offers the fastest growth.

By continuing a policy of consolidating existing companies, Hasgrove said it hoped Amaze would be able to increasingly tap into the digital market by cross-selling and sharing the clients of the three original companies.

Amaze already counts Northern Rail as a client. The UK's largest train operator previously worked with Connectpoint.

Amaze also has Toyota Europe, Odeon and the National Lottery on its client list.

According to the agency, no clients have yet expressed any concerns about the merger.

Initially, Amaze will focus on internal growth in the North West, but the company has a two-year plan to embark on an aggressive acquisition strategy. It will focus across Europe, in particular on France, Germany and London, and will be funded by the proceeds from Hasgrove's IPO in November 2006 as well as profits from the company.

Hasgrove's reported revenues rose by 44 per cent between 2006 and 2007. Hasgrove CEO Rod Hyde said: 'Our goal is to be a leading pan-European company within two years.'

The larger part of Amaze will continue to be based in Manchester, with a third of its staff moving to new offices in Liverpool.

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