IPG’s FutureBrand acquires Hugo & Cat to ramp up digital capabilities
Consultancy firm FutureBrand has acquired independent digital agency Hugo & Cat, which services clients including Sony, Ikea, and Stanley Black & Decker.
Founded in 2004 by Rachael Scott and Johannes Smith, Hugo & Cat has grown to an agency of over 80 people to specialise in strategic planning, experience design, content creation, creative technology and mobile and web projects.
Patrick Smith, chief executive of FutureBrand Worldwide said Hugo & Cat will bring “world-class digital thinking” and extends FutureBrand’s capability to create the complete brand ecosystems now demanded by clients.
“It means reinventing branding in a way that reflects the new challenges our clients face as they grow and build brands in a rapidly changing digital world. The rules that governed traditional branding have altered beyond recognition,” he added.
The agencies have previously worked together on user experience and design projects, leading Smith to express his confidence that there will be strong cultural fit as they merge. Terms of the deal were not disclosed.
The agency was listed in The Drum’s Independent Agencies Census Elite and Design Census 2015 Elite projects.