Robson Brown owner Round 2 buys AW Communications
Round 2 International, the US-based media company that took over Robson Brown, has bought London media group AW Communications and has promised more acquisitions will follow.
The deal, agreed for an undisclosed fee, is the second step in Round 2's plans to establish itself in Europe following its acquisition of Newcastle-based Robson Brown last month.
AW Communications has a turnover of £20m and employs 30 staff. Its clients include Sea France, Standard Life and Zantec and it is made up of three companies that will now be part of Round 2.
They are: AW Media, which offers media planning and buying; digital outfit Nextdoor; and t7F London, which provides marketing advice, brand development and creative.
Andrew Marwick, Round 2's UK CEO, said: “There's a very good skillset [at AW] and it gives us a significant representation in London. The skillsets are complementary across our businesses and it gives us a much stronger team going forward.”
Garfield Ricketts, Round 2's UK chairman, told The Drum another UK acquisition will follow soon - “probably in the next 90 days”. He said another regional deal, alluded to in a previous interview, is still likely to go ahead.
Asked what he was looking for to complete Round 2's UK setup, Ricketts said: “We now have a substantial media presence, we have creative presence, we have a PR presence, digital presence; we would love to enhance some of those presences whether it be PR or digital or maybe we would add in another element that we don't have.”
Well-established agencies are likely to be on Ricketts' radar after he cited the experience of 27 year-old Robson Brown and 22 year-old AW as persuasive factors in their acquisitions.
“Legacy was a huge part of what I was looking for,” Ricketts said. "I didn't want a company that had been around for only a year or two. I wanted a company that had been around as long as, or longer, than Round 2 had been around.”
At AW, it will be “business as usual” for staff and clients according to Marwick. Media directors Katy Websdell and Genna Trentham and planning director Robert Thackery will stay on and managing director Nick West will act as a consultant.
West said: “Over a number of years we have received approaches from a variety of companies and we have never really taken them very far until Garfield approached us.
“The proposal maintains the existing management structure by and large within AW, so there can be continuity with both existing staff and maintaining our clients into the future.”
Although there will be few immediate changes, Ricketts said his vision for Round 2 in the UK would start to become clear come Autumn.
He said: “There will be changes. Robson Brown's legacy will continue, but there will be some minor tweaking to that image, perhaps. AW... minor tweaking.
“Come the Fall I think you'll begin to see a clear understanding of how the company is beginning to come together, how the pieces fit together, and the product offerings will come out... you'll see that in the Fall when we get that much closer to it.”
Pictured: Nick West, AW Communications MD, Andrew Marwick, CEO of Round 2 International UK and Robson Brown, and Garfield Ricketts, Round 2 International UK Chairman