Independent agency BBD Perfect Storm has made a majority equity investment in creative shop St Luke’s, in a move designed to bring together two complementary businesses to form a new UK-based agency group with international reach.
The partnership has been designed to meet growing client demand for senior-led, independent agency partners that combine creative excellence with brand-led growth, cultural insight and modern marketing capabilities, without the constraints of large holding-company models.
While BBD Perfect Storm is headquartered in the UK, around 65% of its business is international or global in nature. By combining BBD Perfect Storm’s international presence and brand-led transformation offering with St Luke’s UK creative and cultural proposition, it is claimed the partnership gives both agencies enhanced UK strength alongside greater international reach.
BBD Perfect Storm founder and CEO Jason Foo (pictured, eft) becomes chairman of St Luke’s, but both agencies will retain their individual brands, leadership teams and cultures, continuing to serve their clients as they do today. Collaboration will take place where it adds value, through shared resources, specialist capabilities and joint opportunities, while preserving the independence and senior relationships that clients value.
Together, BBD Perfect Storm and St Luke’s will offer consultancy and brand strategy, integrated creative communication, internal engagement and transformation, CRM and loyalty, social and influencer marketing, content and production supporting brands at every stage of growth, from long-term brand building to commercial activation.
St Luke’s clients include Heineken, Heathrow, Ocado and KP Snacks and, most recently, the agency has expanded into branded content under the Apostle Entertainment banner, with two broadcast projects in production. BBD Perfect Storm, meanwhile, works for Qatar Airways Group, Jumeirah Hotel Group, Rathbones and Beiersdorf (Nivea Men).
St Luke’s chief executive Neil Henderson (pictured, right) said: “St Luke’s is a special agency, and finding a partner that genuinely shared our values was always going to be a tall order. From the outset, it was clear that the culture Jason and the team at BBD Perfect Storm have built makes the two agencies kindred spirits.
“At a time when there’s so much turbulence across the agency landscape, we believe brands are increasingly looking for creative excellence delivered by highly engaged, independent partners with broad capability. This partnership puts us in a brilliant position to accelerate our shared growth while staying true to who we are.”
Foo added: “BBD Perfect Storm has built a highly international brand and cultural transformation business, while St Luke’s represents the very best of UK creative culture. Bringing those strengths together allows us to strengthen both, without diluting what makes either agency special. It’s about building a modern, independent agency platform designed around how brands actually grow today – through creativity, cultural engagement and long-term distinctiveness.”
St Luke’s has worked for brands such as Heineken, Heathrow, Ocado and KP Snacks and most recently, the agency has expanded into branded content under the Apostle Entertainment banner, with two broadcast projects in production. BBD Perfect Storm, meanwhile, works for Qatar Airways Group, Jumeirah Hotel Group, Rathbones and Beiersdorf (Nivea Men).
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