Cubo Group acquires Inkling to boost experiential offering
London-based creative group Cubo has acquired a significant stake in culture marketing agency Inkling.
While it will continue to operate as an autonomous unit, Inkling's 16 staff will move into Cubo's headquarters to help the business provide "a fully integrated" offering and extend its services further into experiential. Inkling counts Bluewater, EA games and Wagamama among its account roster.
Co-founders Will Parkinson and David Proudlock will continue to run the five-year old agency.
The deal will see the firm work with Cubo on projects for group clients, which include SeaWorld and Pernod Ricard UK. Additionally, the pair will collaborate on earned media work through the group’s dedicated PR and social specialist The Earned Agency, and digital, through consultancy Eight&Four; which was acquired by Cubo in November 2014.
Will Parkinson, managing director at Inkling, said of the move: "Every brand wants to be part of the zeitgeist. At Inkling, helping them achieve this is a key focus; everything we do is designed to connect brands to communities to help them occupy and sustain a meaningful role within culture.
"Cubo’s approach to engagement really resonated with us and we’re looking forward to being able to offer our clients a broader mix of services as a result of the deal," he added.
Cubo Group chief executive Kerry Simpson said the company was looking forward to enhancing its offering with Inkling's "experiential expertise."