Thinking

Waypoint supports Snapdragon on PLMR merger

Waypoint Partners secures best-fit deal after two years working on growth and sale plans with Snapdragon’s founder.

Waypoint Partners has provided M&A support and growth consultancy on a deal between two communications agencies that creates a 55-strong business with offices in London, Edinburgh, Cambridge and Birmingham.

PLMR, an integrated communications agency with a Westminster HQ, this week acquired specialist planning comms and public affairs agency Snapdragon Consulting for an undisclosed sum.

Snapdragon was founded in 2010 by Rebekah Paczek and supported on the deal by Waypoint’s Otto Stevens. It has 11 staff and counts Jaguar Land Rover, Tarmac and several housebuilders among its clients. With the signing of the deal Snapdragon’s London team will move to PLMR’s Westminster head office at the start of October, while its offices in Cambridge and Birmingham will be retained.

PLMR founder and CEO Kevin Craig said: “PLMR has watched and admired Rebekah and Snapdragon for several years. We have huge respect for their team of expert colleagues and what the business has achieved since its inception in 2010. Our coming together with Snapdragon offers exciting opportunities for clients and colleagues alike.”

The deal – PLMR’s second this year, having bought Mango Marketing in April – “came together smoothly because of the cultural and product fit between the two agencies”, says Otto Stevens.

He added: “I worked on the deal with Rebekah Paczek, Snapdragon’s founder, and the excellence of her agency and its offer was in part why PLMR was so interested.”

Waypoint Partners were working on growth consultancy with Paczek in 2015 and 2016, ahead of the M&A work coming together this year.

“When it came to weighing up a buyer for Snapdragon, PLMR looked a good fit from early in the process,” says Stevens.

“The agency and its founder Kevin Craig is ambitious and acquisitive, but backed up by some excellent values that Rebekah and Snapdragon share. That’s always a good base from which to start to explore a deal, and so it has proved.”

PLMR – which gives 5% of its profits to charitable causes – is understood to be actively exploring further growth in areas, including digital, food and retail, energy and sustainability, and tech.

Waypoint Partners are a leading growth advisory firm, working with shareholders and their leadership teams in the creative, marketing and technology sectors to grow and realise value. Are you planning for agency growth in the next 1-3 years? We would be happy to help you achieve your growth targets. Please feel free to give us a call on T +44 (0) 203 282 7598 or send us an email via angela@waypointpartners.co.uk. We look forward to starting the conversation.