Independent branding agency Principals has acquired Melbourne agency Davidson Branding, expanding its retail and consumer goods offering.
The deal, for which commercial terms haven't been released, started with a coffee catchup via a LinkedIn message from Grant Davidson at Davidson Branding.
"We started chatting in about November, but if you ignore the fact we've had Christmas in the middle, it's happened pretty fast." Principals CEO Tom Brigstocke told AdNews.
"But I think the more we chatted, the more we felt like minded and recognised a certain cultural approach that was similar."
Grant Davidson said the first conversations were very top level but the synergies were powerful in terms of core strengths.
For Davidson Branding that's FMCG, a sector hard to get into in terms of branding work.
"So that was a really logical, synergistic fit," Davidson said. "Plus culture and approach. We also both were really wanting to scale and grow."
The acquisition allows Principals to broaden its offer and gives the business scale in Australia and New Zealand. Consumer goods expertise will round out with specialist capabilities which already include brand voice through brand language studio XXVI as well as insights, semiotics and employer branding.
Principals, with offices in Melbourne, Sydney and Auckland and founded in 1995, has worked with clients including NAB, Stockland, Officeworks, Australia Post, Australian Red Cross Lifeblood, Transurban and Network 10.
Davidson Branding was founded by Grant Davidson who has led the business for the past 35 years. With a client list including Unilever, Arnott’s, Kmart, Bonds, The Victorian Government (Dept of Health), Enel Green Power and Deakin University, Davidson Branding has sought-after credentials in retail and consumer goods branding.
“After 35 years at the helm of Davidson Branding, this is an amazing opportunity to take the business to the next level," said Davidson.
"We’re bringing significant retail and consumer branding skills to arguably the best branding agency in Australia. This is an exciting new chapter and I’m confident this partnership will lead to outstanding results for our clients.”
Principals CEO Tom Brigstocke said said the fusion of Principals and Davidson uniquely positions the agency as a branding powerhouse able to shape iconic brands.
"In our 30th year, we are only getting better. across categories for the next 30 years and beyond," he said.
“Davidson Branding do excellent work, and more importantly they are lovely people who share a similar culture and approach to ours.
"This is a meeting of minds, and we look forward to the energy and momentum it will bring our clients and team.”
From March, Davidson Branding will come into the Principals fold with Grant Davidson and his team relocating to the Principals’ Melbourne office.
This will create a team of 85 people across three main studios in Melbourne, Sydney and Auckland.
“There is a strong cultural fit, based on a shared belief in collaboration and desire for excellence," Davidson said:
"Given Principals’ great reputation for doing amazing work and fostering a fantastic culture, this is a terrific opportunity for the future.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.