In the first of a series of acquisitions that Gravity expects to make over the next 24 months, JJ’s capabilities in strategic brand development, digital transformation and demand generation, together with proven category knowledge and expertise in key sectors will be aligned with Gravity’s existing specialisms.
In the short term, the agency will operate as JJ Marketing, a Gravity Global business. Gravity chief executive Mark Lethbridge and director Sean Feast will join James Goddard on JJ’s Board to further support the integration of the two businesses.
Lethbridge said: “Gravity’s strategy is to create a global, B2B-focused agency network that’s capable of delivering the complete value chain to clients, from brand to demand generation
“Rather than following a ‘traditional’ network strategy based on ‘decoupling’ services, Gravity’s strategy is centred around genuine integration, and simplifying the delivery of truly connected programmes. It means that clients can effectively go to one agency with all of the skill-sets and expertise to support their marketing objectives, as well as supporting their in-house marketing teams.”
Goddard commented: “Through collaboration with a like-minded, larger strategic partner, we’re looking to further develop JJ Marketing to the benefit of all parties, in particular our clients and employees.”
JJ Marketing is based in Oxford and works with clients including RBS, Nikon, NatWest and Ubisoft.