Publicis Dialog has been axed in the UK after more than 13 years as the group’s direct marketing agency, following the completion of the £14.45m deal to buy Chemistry.
Publicis London, Publicis Modem and Publicis Blueprint will sit alongside Chemistry in a four agency UK group. It is understood that the Publicis Dialog brand will remain in other markets.
The merger propels the agency into the top five UK DM shops, alongside the likes of Iris, Gyro, Proximity and Direct Marketing Group. It will have more than 250 staff and revenues of about £30m. Combined clients include Orange, Unilever, Tesco, The Army (pictured), Renault, EasyJet and LG.
The new agency will be led by Chemistry chief executive Joe Garton, managing director Diane Charlton and Dialog’s chief executive Mike Welsh.
Chemistry was first put up for sale over three years ago, and at one stage had two potential suitors – at the time, Publicis was understood be one of them. It was launched in the late Nineties as The Interactive Agency, and changed its name to Chemistry in July 2002.
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