Fireloop MD: sale to Made Media makes "absolute sense"
Fireloop Creative's managing director, Dave Evans, has told The Drum about his deal to sell the agency to Made Media.
Birmingham-based Made Media confirmed it had bought creative agency Fireloop, which is also based in the city, on its website today.
The deal sees Evans become Made Media's head of strategic development, while Fireloop's other staff member, creative director Karen Webb, is taking up the role of digital art director at Made Media.
Evans said the initial approach from Made Media, in February, came out of the blue.
He said: "They had seen that in the area we'd managed to raise our profile and we have fairly similar clients to them.
"Their focus is very much digital marketing for arts, cultural and creative industries and we have worked on projects like Artsfest, a three-day festival for Birmingham City Council, and Birmingham Jazz Festival.
"They knew of our work on those kinds of jobs and initially said 'we want to know a bit more about what you do'. They already had a rough idea of what size of company we were and then how we could be a good fit for their team."
Evans said the deal has taken "a little bit of time" because both agencies have been busy in the studio and agreed to push it through when things were slightly quieter.
Alhough Evans admits the agency was his "baby" after growing it over the last five years, he said he had no intention of turning down the deal.
“When a company with Made's reputation come out of the blue and put these sorts of offers on the table they're very hard to say no to.
"You do have this attachment but with the opportunity and things we could achieve working with Made it made absolute sense really."
Evans said he has already "hit the ground running" integrating his agency with Made and Fireloop's name will be phased out over the next two or three months
The immediate priority for Evans is encouraging Fireloop's clients to make the move with them.
“It's very much in the early stages at the moment - some of [the clients] are aware. There is a benefit to them [working with Made Media] as well."