Leeds-based independent marketing services group Audience Collective, the parent of agencies including Ponderosa and Spark, has announced the merger of its existing agency, Unicom and recently acquired Adgen.
Acquired by Audience Collective in May 2024, Adgen is a specialist media planning and buying agency, working in partnership with higher education institutions.
Also operating in the higher education space is Unicom, a digital marketing and media agency which was founded by Audience Collective in 2020.
The two specialist agencies will merge to one, operating from offices in Leamington Spa and Swansea under the Adgen brand.
The team of 30 strong, will bring their joint experience together to help clients connect with students through strategic and creative marketing campaigns.
Group MD at Audience Collective, Verity Brown said, “The strategic decision to merge the agencies forms part of Audience Collective’s mission to further bolster our delivery capabilities through highly specialist teams.
“Both agencies bring something unique and valuable to the higher education sector, yet have an aligned approach when it comes to client centricity.”
Tom Dyer, managing director at Adgen said: “The merger is an exciting opportunity for us to bring our combined experience together.
“Our digital skillset including PPC, social, programmatic and lead generation in the sector has been strengthened, giving us more buying power and a better return on investment for clients.”
Former associate director at Unicom and newly appointed associate director at Adgen, Emma Price added: “We’re looking forward to bringing new ways of working together to ensure we continue to deliver campaigns that break the mould and generate measurable results.
“We’re stronger together and will continue to provide the higher education sector with a highly specialist and strategic approach to media planning and buying.”
