IPG Mediabrands buys search agency Stickyeyes

Solopress: Stickyeyes client
Solopress: Stickyeyes client

IPG Mediabrands has acquired Stickyeyes Group, the search and content agency, in a deal worth more than £20m as it aims to strengthen its digital media division.

Stickyeyes will retain its name. Chief executive Craig Chalmers, who is on an earn-out, will become its chairman.

Craig Lister, EMEA managing director for search and social at IPG Mediabrands, told Campaign that the addition of Stickyeyes’ 140 employees means IPG Mediabrands now has more than 600 staff – almost 400 of whom are digital specialists – in the UK. 

He added that there will not be any redundancies as a result of the buyout. 

Clients of Stickyeyes include Staples, Hertz, AO.com, Superdry, Admiral Group, IG Index and Solopress. The agency will join the single profit and loss account across IPG Mediabrands, which includes UM and Initiative.

Stickyeyes' turnover for the year ending 31 March 2016 was £15.3m. In its results for the year ending 31 March 2015, turnover was £10.8m, down from £15.1m the year before. The company put this down to "less media spend being handled by the group on behalf of clients".

The agency will retain its offices in Leeds and Peterborough, while staff in the London branch will move into IPG Mediabrands’ base in the capital.

Reprise Media, IPG Mediabrands’ existing search and content agency, will also retain its brand.

Lister said: "With Henry Tajer [global chief executive of IPG Mediabrands] taking over 18 months ago, he’s been clear that it’s a digital agenda.

"A key part of a client’s request for proposal is now to do with digital media. It’s only going to build more, and this is our commitment to our clients and to help us win more business."

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