Ware Anthony Rust relaunch continues with takeover of Bryt

"I am delighted to bring Bryt under the WAR umbrella and it is already clear that there are major advantages from the move for clients and staff alike," said Stableford.

"Our offerings are complementary and provide clients with additional skills, such as PR, from a single stable, which has already been instrumental in attracting major new clients."

The move comes amid a year long market repositioning at Ware Anthony Rust which has brought new client wins and projects in PR and advertising, including Company of Animals and Anthill, Cambridge University Press, Merial Animal Health and Serascience.

The agency has refocused its service - as well as taking on a fresh logo and new website - to assisting clients facing challenges in complex markets after pinpointing its strength in working with challenger brands going up against big money competitors.

Non-executive chairman at Ware Anthony Rust John Wringe said: "The process implemented and delivered by the WAR team has brough complete clarity in terms of who we are and the very tangible benefits that we deliver to our clients. The strength ofour national footprint was fully revealed.

"As was our ability to build successful long-term partnerships with clients who operate in complex markets: as it is these organisations who are engaging with us at a senior level and seeing great benefit from our strategic thinking."

The Ware Anthony Rust management team now consists of (from left to right in picture) senior consultant Geoff Dodgson, finance director Anne Marchini, non-executive chairman John Wringe, board director Gareth Brookman, Bryt's Eddit Stableford, executive creative director Dale Haste and head of PR and planning Shelby Haslam.