L-r: Giles Hicks (Synergy), Nicky Clark (Synergy), Andy Jones (McCann), and Gemma McGrattan (Synergy)
McCann Worldgroup, the company behind MRM McCann, McCann Manchester and McCann UK, has acquired Bristol agency Synergy Creative for an undisclosed sum and rebranded it McCann Synergy.
Launched in 2006, Synergy works for clients including Lidl, Caterpillar, Odean, Aviva and Camelot, specialising in employee relations. The agency has just under 50 staff.
In a statement, the agency said: “We’re flattered to have been approached by several other businesses over the years, but it was clear from our first conversation that the McCann team really ‘get us’. But it goes further than that. As brands compete more and more on customer experience, there’s a much greater understanding that it’s the employee experience that enables it to thrive.
“People performance drives business performance – it’s something we’ve been banging the drum about for quite some time, and something McCann believes in too. We’re aligned in both being ideas-first, creative, strategic and entrepreneurial businesses, sharing some clients and importantly, similar values.”
Synergy Creative founding director Gemma McGrattan added: “Straight away we knew McCann was a great fit for us. We’re aligned in both being ideas-first, creative, strategic and entrepreneurial businesses, sharing similar values.”
The agency says the deal will allow the two businesses to work together to offer clients “truly joined-up employee and customer experiences, helping build their knowledge around things like employer brand, culture and engagement, as well as key topics like D&I, well-being and continuous learning”.
McCann Worldgroup UK chief executive Mark Lund said: “As we continue to go deeper and further in supporting clients to deliver best-in-class brand and customer experiences, we recognise the crucial role organisational culture and the employee experience plays in enabling it.
“Synergy was the clear partner for us to boost our offering to clients. Not only are they market leaders in the employee engagement sector, they’re a strategic and creative group with a deep passion for what they do, and we’re looking forward to growing together even further.”
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