Way To Blue today announces the acquisition of Abundant Limited, the UK-based digital creative and public relations agency. The deal will bolster Way To Blue’s growing communications and creative team in London, and further reinforces its ongoing growth strategy and continued investment in talent and new products and services.
Subject to due diligence, the deal will see key individuals from Abundant’s PR, Social and Creative departments join Way To Blue from 1st October. They will all be based at Way To Blue’s headquarters in London.
The deal will bolster the growth of Way To Blue’s creative department, headed up by James Wilkins who joins as Creative Director. With a product offer including Research, Communications Strategy, PR, Social Media, Creative and Media Planning and Buying the deal will make Way To Blue the largest Entertainment specialist agency in the UK.
Abundant owner and Managing Director, Shane Wall, will not be taking an operational role at Way To Blue. Shane commented: “I have hugely enjoyed working closely with Olly Swanton, Way To Blue’s Founder over the past couple of months on the future direction of Abundant. I am confident knowing that the business, its clients and its staff are in the best possible hands within Way To Blue and under the leadership of its Executive Team. My time in the film marketing business has been most exciting and rewarding but I now look forward to being able to re-focus on Unusual Productions with co-director Jon Holmes, breakfast presenter on XFM – on forthcoming projects with BBC Radio 2 and Radio 4.”
Adam Rubins, CEO, Way To Blue, added: “Abundant’s strong reputation speaks for itself and bringing those skills into Way To Blue will re-enforce our goal to become the biggest and best integrated entertainment agency on a global scale. As the first of a number of acquisitions, the Way To Blue Board and myself are delighted to have the opportunity to integrate new talent within our existing team of communications experts.”
“It has been a great year for Way To Blue, launching our Creative and Media Planning & Buying departments. We are now in an even stronger position to offer the very best in innovation, creativity and value to our existing client base.”