The Miroma Group acquires Way To Blue

Miroma chief executive officer, Marc Boyan and Way To Blue chief executive officer, Adam Rubins

The Miroma Group has acquired integrated communications agency Way To Blue, as it aims to expand its ‘global footprint’.

Way To Blue chief executive, Adam Rubins, as well as directors Marc Berry Reid and Daniel Heale will transition with the business. However, the company’s founder, Olly Swanton will leave the company with immediate effect.

The all-share acquisition is one of the largest ever made by Miroma Group, a privately-held marketing and communications collective that reportedly generated $150m turnover in the last financial year. Its last major purchase was the 2016 acquisition of Contented, the editorially-driven news studio specialising in short-form video production as well as multi-platform deliveries.

Way To Blue is headquartered in London and operates an established global network across North America, Australia, Asia, France, Germany, Italy, the Netherlands and Spain from where it provides specialist entertainment and consumer full-service marketing teams covering research, PR and publicity and digital and social services.

Miroma chief executive, Marc Boyan said: “The Miroma Group has always prided itself on offering clients an end-to-end creative service all under one roof. With Way To Blue, we can take a truly 360° approach to marketing for clients into global markets as well as add a number of specialist areas into our service offering.

"With 30% growth from its integrated business last year alone, Way To Blue is clearly one to watch in shaping the future of marketing communications. We are delighted to have them onboard.”

Rubins added: “Over the last decade, we have built a brilliant integrated business capable of serving any industry with an extremely talented team worldwide. We think the time is right for us to build on that position, adding depth and breadth to our capabilities to meet future client needs and to become the best in class when it comes to Way To Blue as the new agency model. We trust and share in Miroma’s vision so we are looking forward to working with Marc and his team to help us achieve that.”

Way To Blue’s current clients includes Amazon, NBC Universal, InterContinental Hotels Group, 20th Century Fox and Red Bull. The agency currently employs over 100 people across its international network.

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