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April 4, 2008

Photon UK snaps up major UK experiential agency

In what is being described as one of the most exciting marketing consolidations to take place in the UK for some time, specialist marketing services company Photon UK has acquired the UK’s number two independent experiential marketing agency Sledge.

The move will see Sledge sit along side other agencies in the Photon UK portfolio, such as Frank PR and The Corporate Edge, and once again reveals the appetite for investment in live marketing in the UK – this time on the experiential side of the industry.

The acquisition also underlines the seriousness with which the marketing industry is taking live events, which is increasingly being seen as an essential part of the marketing mix and proving the focus of integrated campaigns.

Rumours will no doubt now circulate about the future ownership of RPM , now far and away the biggest independent experiential agency in the UK.

Commenting on joining Photon UK, Sledge joint chairman Tom Beaumont-Griffin said: “We were impressed by Photon’s understanding and commitment to brand experience marketing as it becomes the new ‘centre of gravity’ around which brands pivot their relationship with consumers. Sledge is committed to leading the thinking in this area, and Photon’s entrepreneurial tenacity will accelerate our ambitions now that we are part of one of the most exciting groups to emerge in the UK for a very long time.

“In Photon, we have found a partner that will not only accelerate our growth plans, but that understands the importance of an innovative and entrepreneurial approach to the exciting opportunities that are emerging in the brand experience sector. Exciting times lay ahead.”

Photon executive chairman Tim Hughes was delighted with the acquisition, saying: “This is another example of the Photon model successfully identifying great companies who are a natural fit for the group. Sledge is a highly creative and innovative agency that delivers fantastic results for their clients.”

Meanwhile, Photon chief executive Matt Bailey added: “Sledge, with its thought leadership position in brand experience marketing, is an ideal complement to our existing UK field marketing business, REL, and this significantly builds our experiential and field marketing division within Photon.”

Photon is a specialist marketing services company comprised of five strategic divisions: Strategic Intelligence, Integrated Communications & Digital, Experiential & Field Marketing, Internet Marketing & Communications and Specialised Communications.

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