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Digital marketing company Greenlight has acquired partner Yellow Digital

Two digital agencies in the capital have built on a long-standing partnership to amalgamate their teams and join forces after Greenlight Digital acquired Yellow Digital.

The deal, which creates a team of over 160 people operating under the Greenlight banner, creates a full-suite creative department and expands upon the Kings Cross-headquartered firm’s design, build and video production expertise.

Previously, the two agencies have worked together on campaigns for shared clients including ghd, Superdry and ASICS and the acquisition serves to build upon on the deep collaboration between the two firms in recent years.

Andreas Pouros, CEO of Greenlight Digital claimed that the close partnership between Greenlight and Yellow had removed all the pain points usually associated with acquisitions of this kind, and said that he was looking forward to steering the newly enlarged company.

He commented: “Acquisitions can often be difficult, disruptive and distracting, but in this case, it is the complete opposite. We have worked with Matt and his team for many years and bringing them, their expertise, and their clients into the business feels natural, exciting and empowering for all parties.

“I have full confidence that Matt will be a crucial component in delivering our full service digital growth and transformation agenda - and we cannot wait to get our heads down to do so.”

Yellow’s team will now up sticks and be based out of Greenlight’s King’s Cross HQ with the firm’s Managing Director, Matt Garbutt, assuming the role of Creative Director and sitting on the agency’s board.

Following the acquisition, Matt Garbutt, commented: “Greenlight’s service offering, digital growth proposition and vision is utterly in tune with now and what’s next, an almost peerless combination.

“On that basis alone, this is a once-in-a-career opportunity for my team and I to join such an effective agency at a very exciting time. The fact that we were already pretty much part of the family made the decision even more of a no-brainer.”

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