Holding group Be Heard has taken over The Corner in a deal worth £12m.
It marks the fifth acquisition since the agency group was launched by former Aegis chief executive Peter Scott in 2015. Earlier this year it took a 75% stake in marketing innovation consultancy Freemavens for the sum of around £1.7m.
Last year it bought content marketing agency Kameleon in a deal worth £10m after snapping up media buying agency Agenda21 and digital shop MMT for £11.9m and £5m respectively.
Scott has previously said the acquisition spree is an effort to create an “agile, interconnected group that operates at the intersection of marketing, technology and commerce."
In an announcement detailing the latest acquisition deal today (8 November) the group said The Corner would bring “brand and creative strategy, communications planning, digital design, social marketing and events and experiential capabilities” along with a client list that included Adidas, L’Oreal, Coca-Cola-owned Oasis and LateRooms.com.
“The Corner is an excellent fit with Be Heard – a modern, integrated agency that ‘gets’ how consumers digest technology,” said Scott. “This is exactly the step forward we need to help brands and marketers meet today's challenges across the customer journey.”
Neil Simpson, founding partner and CEO of The Corner, said Be Heard offered it “a very attractive platform for growth: a digital DNA; a collaborative and entrepreneurial culture; and a complementary skill-set, whether in digital media buying or data.”