MullenLowe has acquired strategic comms agency Salt Communications in an attempt to strengthen its presence in the sector with a diverse range of staff.
Based in London and Singapore, Salt will be rebranded MullenLowe Salt and will “add European and Asian strength to the existing MullenLowe Group PR capabilities in the US market,” according to the company.
The deal, advised by SI Partners, sees Salt’s 45 staff join the wider marcom network, although there will be little disruption to current systems with founders, Richard Cox and Andrew Last retaining their respective positions of chairman and chief executive.
Alex Leikikh, global chief executive of MullenLowe Group, said: “The Salt team are for sure brilliant communications practitioners, but to us they are way more than that. In a world where marketing practice areas are converging faster than Moore's law, clients need fresh, powerful ideas to differentiate.
“The folks at Salt are world-class thinkers first and foremost with the intellectual strategic horsepower that drives conceptual level differentiation. And yes, they're damn good at PR and purpose driven communication too.”
Richard Cox, co-founder of Salt, added: “The deal consolidates a 10-year partnership between MullenLowe Group and Salt. Now we can play on a bigger canvas. Working together, we’ll continue to add creative heft to our strategic thinking and expand our global reach. We are hugely excited by the growth opportunities for our clients, employees and partners.”
Salt was founded in 2000. Its clients include Unilever, William Grant & Sons, ManpowerGroup, and Andrex.