Stagwell Bolsters Euro Footprint With Sidekick Acquisition


Promoting providers group Stagwell, which owns company manufacturers equivalent to 72+Sunny and Anomaly, has bolstered its European provide with the acquisition of a collective of specialist companies referred to as Sidekick, which can be a part of the community’s consultancy, Allison.

The deal will see Sidekick, which presently employs 40 folks in London, purpose to bolster the model storytelling and inventive manufacturing capabilities inside Allison. Its specialist companies deal with experiential, digital storytelling and branded content material. The companies additionally declare to have labored with a consumer record that features Amazon, NBA, Deliveroo, Budweiser, BT and Stella Artois.

The Sidekick Group is three years outdated, beginning with the merging of experiential company Kreate and content material company Many Makers.

Founders Duncan McCaslin and Ollie Burgoyne will stay as managing administrators of their respective groups and also will be a part of Allison’s European administration crew. Administrators William Howe and Stephen Bradley will even transfer throughout of their present roles whereas no different staffing modifications are deliberate.

“Sidekick is on the forefront of storytelling and shall be an important a part of the challenger advertising community we’re constructing in Europe,” stated Mark Penn, chairman and CEO of Stagwell, in a press release. “As we embark on our subsequent chapter in Europe, I’m excited to welcome Duncan and Ollie to our community and see Allison proceed to remodel its content material innovation capabilities.”

Stagwell has been rising its footprint in Europe in current months with the appointment of James Townsend as CEO of EMEA and the launch of a London base that goals to attach over 1,900 staff working throughout the area.

That is Stagwell’s second acquisition this yr following the deal for LA-based artistic company Group Epiphany in January.

Scott Allison, international chairman of Allison, stated that the deal adopted a interval of collaboration with the crew at Sidekick, which led to them becoming a member of its operational enlargement for Europe.

“The group that the Sidekick founders have constructed along with their colleagues delivers a powerful suite of providers that enhances these already provided by Allison and leads with a robust and supportive tradition that aligns with our personal,” added Scott Allison.


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