UK. Global event, retail and creative specialist The Bluedog Group* has acquired travel retail public relations agency Essential Communications.
According to Bluedog, the acquisition, which was completed on 28 April, will meet increased client interest in aligning public relations with the group’s wider services offer.
Bluedog added three new agencies – doplr, focusing on live experiences, Kounter for retail activations, and Hex for digital and content solutions – to its group line-up in September 2021. It has since increased its client base to include Dufry, Bacardi, Pernod Ricard, Ritter Sport, Lindt and Wella as long-term partners.
*As reported, The Bluedog Group is one of many generous supporters of the Moodie Davitt Smile Raising Charity Dinner on Saturday 6 May at Hotel Fort Canning, Singapore.
The Smile Raising Charity Dinner will raise funds and visibility for international cleft charity Smile Train. |
Essential Communications was founded in 1994 by Rowena Holland, to specialise in travel retail public relations.
Nestlé International Travel Retail was a founding client and remains a partner alongside Accolade Wines, Imperial Brands, Champagne Lanson, Mars Wrigley International Travel Retail, Molton Brown, William Grant & Sons and others.
Bluedog Group CEO Nick King said: “Shared clients, a shared ‘extra mile ethos’, and shared ambitions to give clients creativity fuelled by common sense and layers of channels working smartly alongside each other is at the core of this new acquisition.
“We are seeing clients asking us not just about the where, what, and why of a campaign or activation, but increasingly about how we get the fame factor and engagement flowing through media and wider comms channels too,” he added.
“There is a pinch point we are being asked to advise on, a desire for clarity and alignment in tough times, and I’m proud to say that trust in our group is helping to answer those questions.”
Holland will continue as Essential Communications Managing Director.
“With nearly 30 years under our belt, we’ve seen massive changes in industry needs, challenges, and opportunities, not least the move towards 360-degree service providers that can land a proper campaign differential,” she said.
“We saw a gap in the market when we launched our agencies, and in collectively listening and responding to our clients, we are now seeing and answering another one. These are two sets of agencies with strong positive reputations for doing things the right way, coming together to make that right way even clearer for the travel retail and domestic retail sectors.”
“It’s never the time to stand still as an agency, as fresh challenges, tough economic considerations and changing audience needs are a constant,” King added. “Expect to see more from us moving forward in terms of fresh partnerships and acquisitions that can tackle these and help clients succeed in new ways.” 
