60-person agency DirectionGroup has been acquired to create a full-service B2B and technology marcomms offering by Unlimited Group.

Unlimited Group has made its third acquisition in 12 months

, which will see DirectionGroup sit alongside Nelson Bostock Unlimited and First Base Unlimited within the group’s B2B and technology pillar.

DirectionGroup brings expertise in brand creative, content, conversion and consulting for clients including Microsoft, Fujitsu and Tata Communications.

The agency says the acquisition meets

increasing demand for ‘connected specialists’

who can deliver distinct but integrated services and campaigns across the entire customer journey. Unlimited will have the ability to join up client-side marketing, communications and sales departments with a range of specialist services including brand development and above-the-line, PR, content marketing, performance marketing, channel partner communications and sales enablement.

The agency will also change its name to DirectionGroup Unlimited from today, with board partner and current MD at Nelson Bostock Unlimited Nick Clark, taking on the role of CEO across the B2B and technology pillar for Unlimited Group. Joining the senior management team will be DirectionGroup Unlimited’s joint MDs, Trish Harriss and Debbie Bough.

Nick Clark said: “Our B2B offering is already in rude health, growing in revenue, talent and winning awards, so it’s exciting to welcome DirectionGroup to help expand our capabilities further in this high growth area.”

DirectionGroup placed 35th in this year’s

UK Agencies Benchmarking Report.

 The terms of the sale were not disclosed.