Gravity London acquires JJ Marketing

Gravity London has acquired fellow B2B agency JJ Marketing in a bid to strengthen its B2B capability.

The agency says this is the first in a series of acquisitions that it expects to make over the next two years in the UK and internationally.

The acquisition of JJ Marketing hopes to strengthen Gravity’s capabilities in strategic brand development, digital transformation, and demand generation with good knowledge in some of Gravity’s existing specialisms such as financial services and automotive.

JJ Marketing will also add to the group’s expertise in the technology, aerospace, travel, professional services and pharma sectors.

The 45 employees at JJ Marketing will remain at its office in Oxford and will operate under the name JJ Marketing, a Gravity Global business. Gravity CEO Mark Lethbridge and director Sean Feast, will join JJ Marketing founder James Goddard on the JJM board to oversee integration between the two agencies.

The terms of the deal were not disclosed.

Gravity aims to build integrated network

Mark Lethbridge, CEO at Gravity Global, said the agency’s strategy was to create a global network of agencies with a core focus on B2B.

“Rather than following a ‘traditional’ network strategy based on ‘decoupling’ services, Gravity’s strategy is centred around genuine integration, and simplifying the delivery of truly connected programmes. It means that clients can effectively go to one agency with all of the skillsets and expertise to support their marketing objectives, as well as supporting their in-house marketing teams," he said.

James Goddard added: “Through collaboration with a like-minded, larger strategic partner, we’re looking to further develop JJ Marketing to the benefit of all parties in particular our clients and employees."

Gravity was ranked seventh in this year's B2B Marketing UK Agencies Benchmarking Report, while JJ Marketing was placed at 44.

The B2B Marketing UK Agencies Benchmarking Report 2019

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The B2B Marketing UK Agencies Benchmarking Report 2019