Rapp has swooped to buy independent promotional and shopper marketing agency Haygarth, in a deal which will see the two companies work side by side within Omnicom’s Diversified Agency Services (DAS) division.
Set up in 1985, Wimbledon-based Haygarth and its 100-plus staff will continue to operate as a separate brand and retain its own identity. The deal comes just over a week after Omnicom insiders rubbished reports that Rapp sister agency TBCH – formerly Targetbase Claydon Heeley – was being folded into the Hammersmith business.
Haygarth has been widely recognised and awarded, earning Marketing magazine’s Promotional Agency of the Year for the past two years, The Grocer’s Experiential Agency of the Year for the past three years, and made consistent appearances in The Sunday Times’ 100 Best Small Companies list.
The agency has three separate divisions, “promotional, retail, channel and shopper”, “social media, PR and experiential” as well as “digital, CRM and data”. Its client list includes Mars, Disney, Coca-Cola, Heineken, Vodafone, Cathedral City, Beefeater London and Heinz.
And Rapp and Haygarth would appear to be well-matched; it is claimed that Haygarth’s expertise in digital retail shopper and packaged goods marketing sits well with Rapp’s data insight, media and technology offering.
As part of the deal, Haygarth’s main shareholders – chief executive Sophie Daranyi (pictured, right) and managing director Marcus Sandwith – will enter an earn-out period.
Rapp chief executive Marco Scognamiglio (pictured, left) said: “Haygarth adds further depth to our capabilities and knowledge in navigating the customer journey for each client. Together, we will create experiences for clients that matter to consumers and inspire them to take action.”
Haygarth boss Daranyi added: “The partnership is an ideal strategic and cultural match for Haygarth. Rapp’s prowess and the reach, coupled with the depth of The DAS Group of Companies and Omnicom network, will add immense value to our offering.”
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