The Lucre Group acquired by Leeds agency consortium Audience Collective

Leeds PR and content agency The Lucre Group has been acquired by Audience Collective, a Yorkshire-based group of PR and marketing agencies.

What’s happening?

  • Audience Collective has acquired The Lucre Group, a 40-strong PR and content agency, for an undislosed sum.

  • It will join the Collective’s stable of indie agencies, which include Ponderosa, Spark, Crunch, Boxharry and Videmus.

  • The Lucre Group includes two businesses; PR and social agency Lucre and content agency Rich. The group specializes in finance, travel, leisure and food and drink clients. Headquartered in Leeds, it also has an office in London, and alongside 5W PR, Carpe Diem and Laika, is part of an international network of PR businesses, L’Attitude.

Why has Audience Collective acquired Lucre?

  • In a statement, Audience Collective said the acquisition would fuel its expansion plans.

  • Steve Henry, group chief executive of Audience Collective, said: “We’re delighted to welcome The Lucre Group onboard as we enter the next stage of growth. When we originally formed the group in 2019, we knew we were missing one key service offering, and that was PR.

  • “We have an incredibly strong vision for the future and ambitious plans to match. Within five years, we aim to be a £100m business operating in over 50 markets, with offices in five countries, and we felt that Lucre’s values and forward-thinking, ambitious nature matched our own. Their client base speaks for itself and with a highly talented group of individuals, the agency is a great fit. Lucre’s dedicated content arm – Rich – also offers an exciting proposition for all of the agencies in the Collective.”

  • Tamarind Wilson-Flint and Sophie Spyropoulos, owners and directors of The Lucre Group, said: “Joining Audience Collective provides us with a fantastic opportunity to really scale our business, while offering further specialist marketing expertise to our clients and new career opportunities for our team. We’re delighted to join the Collective and we’re very much looking forward to the next exciting chapter in the Lucre story.”

  • The move follows another big merger from the Yorkshire agency scene; in August, agencies IMA and Home clubbed together to form one of the biggest integrated agencies in the UK.