PA GROUP ACQUIRES CONTENT MARKETING BUSINESS STICKY CONTENT CONTINUING ITS LONG-TERM STRATEGY FOR REINVESTMENT
PA Group, the parent company of the Press Association (PA), has acquired an 80 per cent stake in Sticky Content, the UK’s leading digital copywriting and content strategy agency, significantly increasing PA’s presence in the content marketing sector.
The acquisition is part of PA Group’s strategy to diversify its business and build on its position as the pre-eminent provider of multi-platform content solutions across a range of sectors.
PA’s Content For Marketing businesses will operate under the Sticky Content name and will provide clients with a complete end-to-end content marketing solution, grow in-house capabilities and take on new and bigger client projects.
Catherine Toole, Sticky Content’s former Chief Executive and new Chairman, said: “The Press Association is the perfect partner for Sticky Content, as the demand for effective, high-quality content soars. Now we can deliver pretty much any kind of content there is. We have in common editorial rigour; a shared passion for what digital content can achieve; and a reputation for delivering targeted, intelligent content services. Together we will focus on supporting our clients’ content strategies and demonstrating the measurable return on investment of their content spend.”
Emily Shelley, PA’s former Head of Content For Marketing and new Managing Director of Sticky Content, said: “Sticky Content sets the standard for best practice in digital copywriting – across usability, optimisation and conversion. They also lead the field in the execution of content strategy; a discipline which is becoming essential for all companies with a digital presence. By combining this digital expertise with PA’s live delivery of topical, engaging multi-platform content, we can capitalise on the demand for effective content marketing services. I’m excited about what we can achieve together for our clients and our business.”
Clive Marshall, PA Group’s Chief Executive, said: “This is the second significant investment we have made since we sold our stake in Canada Newswire at the end of 2012. Last month we acquired mminternational (Europe) – a leading European weather company – to exploit the significant opportunities for growth in our MeteoGroup weather business and further strengthen its position as one of the world’s leading commercial weather organisations. The acquisition of Sticky Content is part of our drive to broaden the market for the Press Association’s news and information services and expand the range of products and services that complement our traditional news feed business.”
“We have been working with Regent Partners on our strategic expansion project since the beginning of the year. The process resulted in a strong shortlist from which Sticky Content is the second completed acquisition. We are delighted with the strategic insights and transaction advice provided by the team at Regent Partners led by Dolf Campman. Regent did a sterling job identifying acquisition targets with a good fit. They reviewed well over two hundred potential target companies and brought a perspective which helped us to sharpen our strategic thinking. We appointed Regent because of their experience and reputation within the media sector. Starting from their strong research capability, they managed a solid process of identifying and approaching relevant parties. Regent delivered an excellent result for PA Group. They were totally committed and contributed key negotiation and valuation support.” Clive Marshall, Chief Executive, PA Group
Regent Partners LLP acted as exclusive Corporate Finance advisors to PA Group.