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Benchmark International Successfully Facilitated the Deal Between We Are Hyrdogen and PA Media
PA Media Group has acquired Hydrogen, Scotland's largest specialist social media agency, in a deal facilitated by Benchmark International.
Established in 2016, award-winning Hydrogen is the largest social media agency in Scotland, specialising in social media management, B2B and B2C content creation, community management, paid advertising, research, and insights.
The company has delivered significant year-on-year growth since its formation and has worked with clients across the publishing, utilities, FMCG and hospitality sectors, including The Economist, Highland Park, SSE and Magners.
PA Media is the UK's leading provider of multimedia content and services. The group comprises a diverse portfolio of specialist media companies, spanning news and information, technology, and communications services.
PA Media Group has 20 shareholders, who are mainly UK news and media businesses. The largest shareholders include DMGT plc, Informa plc, News UK plc and Reach plc.
The acquisition will complement the services offered by existing PA Media Group businesses. Its services of social media management, content creation, community management, paid advertising and research are a strategic addition to PA Media Group, with benefits for publisher and rightsholder clients, as well as the brands served by PA Media Group's wholly owned digital marketing agency, Sticky.
Hydrogen will continue to operate under its current leadership as a stand-alone agency within PA Media Group's portfolio of media businesses.
Mike Scott, Founder and CEO of Hydrogen, said: "A growth mindset has always been at the heart of everything we do at Hydrogen. It's allowed us to quickly become the largest social media agency in Scotland and work with amazing brands from across the UK and beyond. It's exciting to join the PA Media Group family, which will allow us to really accelerate growth opportunities for the Hydrogen brand while supporting the expansion of social media across the wider group."
Clive Marshall, Chief Executive of PA Media Group, said: "The acquisition of Hydrogen allows PA Media Group to respond to our clients' increasing demand for social media services. Social media and social commerce are the fastest growing areas of digital marketing in the UK. Adding expertise and a proven track record in this area to our portfolio opens up opportunities to develop our social offering right across the group. We look forward to providing a networked home for Hydrogen to support the next phase of its growth."
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