The deal marks Definition Group’s seventh acquisition and the third in the last twelve months as it continues its ambitious buy and build growth programme, bringing together like-minded specialist consultancies to define, align and deliver brand and marketing services for clients.

The deal brings the group’s annual revenue to £14m and grows its team of specialists to 120.

OTM is a creative marketing agency that specialises in B2B technology, financial services and the public sector with clients including HSBC,
SS&C Advent, 8×8, Transport for London and TPXimpact. The agency uses its audience insight model – Human Affinity – to develop “impossible to ignore” brand strategies and campaigns spanning lead generation, content creation, asset delivery and performance.

Jennie Gerry, Managing Director of OTM will join the Definition Group operational board following the deal.

The acquisition is set to deepen Definition Group’s presence in the technology, financial services and public sectors whilst boosting its ability to deliver integrated services spanning brand insights, strategy, experience and communications, helping clients to enhance reputation and deliver growth.

The Group’s 300-strong client portfolio spans national and international businesses and organisations in the public, private and third sectors, including ABB, Benenden Health, Direct Line Group, David Lloyd Clubs, Lego, Lloyds Banking Group, Guinness World Records, HS2, Merlin Entertainment, Sky, Sony Music and UK Parliament.

Heather Baker, Definition Group CEO said:

“OTM is a great strategic fit, bringing complementary expertise and experience to the group. As a team of specialist consultancies that work side by side we are uniquely positioned to help organisations define their brand vision and deliver it in a manner that is aligned both internally and externally. Now, with OTM in the mix, we have enhanced our ability to deliver consistent, integrated, end-to-end solutions.”

Jennie Gerry, Managing Director of OTM said:

“We’re excited by the potential of what lies ahead with Definition Group. A huge part of the appeal is working alongside a highly talented team of specialists to accelerate the scale of what we can now deliver – for our clients, our team and our business.”

Corporate finance and debt advisory services were provided to Definition by Andy Miller at Sentio Partners. Legal advice on the transaction was provided to Definition by Dahren Naidoo at Freeths and to OTM by Bryan Rickman, a consultant solicitor to Keystone Law.

Image: L-R Heather Baker CEO Nigel Howes Chairman and Louise Vaughan Chief Client Officer Definition Group with Jennie Gerry Managing Director OTM