Agencies merge to boost client impact

Sussex-based agencies Genesis and Adoration have merged in an effort to raise profile and increase their combined impact with buyers. “This is about increasing our critical mass – with the trend towards acquisitions, clients increasingly judge agencies by size. It’s not so much about escalating our buying muscle as a comfort factor [for buyers],” said Adoration director David Gunter. “Both companies bring a lot to the table. For example Genesis are IATA and ATOL bonded and Adorations has a great deal of experience in running large events and in marketing.” Gunter explained that both companies were actively seeking to merge in an effort to expand and added that the new firm is tentatively looking for a third agency to join it “in the next year”. Genesis and Adoration will continue to trade under their current names in their respective offices in Haywards Heath and Horsham until next month. At that stage the two will come together in new premises in Haywards Heath and a new name will also be announced following a branding review that is currently underway. The board for the company will be made up of Adoration directors Gunter and Graham Ferguson plus Genesis managing director Richard Heywood and all three will keep their current titles. The move will bring combined staff numbers to around 20 and all will keep their jobs following the move.

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