Way To Blue confirms Abundant acquisition deal

Way To Blue has acquired UK-based digital creative and public relations agency Abundant in a bid to bolster its communications and creative team in London and further reinforce its growth strategy and investment in new talent, products and services.

Subject to due diligence, key individuals from Abundant’s PR, social and creative departments will join Way To Blue’s London headquarters from 1 October.  James Wilkins joins as creative director, heading up the creative department with Abundant owner and MD, Shane Wall, now taking up an operational role at Way To Blue.

Of the deal, Wall said: “I have hugely enjoyed working closely with Olly Swanton, Way To Blue’s Founder over the past couple of months on the future direction of Abundant. I am confident knowing that the business, its clients and its staff are in the best possible hands within Way To Blue and under the leadership of its executive team.  

“My time in the film marketing business has been most exciting and rewarding but I now look forward to being able to re-focus on Unusual Productions with co-director Jon Holmes, breakfast presenter on XFM – on forthcoming projects with BBC Radio 2 and Radio 4.”

Way To Blue CEO, Adam Rubins, added: “Abundant’s strong reputation speaks for itself and bringing those skills into Way To Blue will re-enforce our goal to become the biggest and best integrated entertainment agency on a global scale. As the first of a number of acquisitions, the Way To Blue board and myself are delighted to have the opportunity to integrate new talent within our existing team of communications experts.”

Way To Blue’s product offering includes research, communications strategy, PR, social media, creative and media planning and buying.

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