Accord Marketing Buys Acacia Avenue

London-based insights consultancy Acacia Avenue has been acquired by Accord Marketing. Accord is owned by the Conrad Group, which aims to build a specialist marketing services group focused on the leisure sector.

Acacia Avenue was founded in 2002 by TRBI and The Fourth Room co-founder Wendy Gordon, and her Fourth Room colleagues Caroline Hayter, Martin Lee and Ro Pocock. The full service qual and quant provider works for clients across Europe and north America, on challenges including brand positioning, identity, proposition development and creative development.

Following the acquisition, the firm will continue to operate with its existing team, while gaining access to the wider infrastructure, technology and talent of Accord, which was established in 1988 and focuses on marketing for the travel, tourism and hospitality sectors.

The buy combines Accord's scale, resources and performance-led approach with Acacia's specialist insights expertise and established client relationships, and Accord says it will strengthen its ability to combine data, insight and marketing execution for brands in its core sectors.

Sally Winfield, CEO at Accord, describes the acquisition as 'a natural fit.' She comments: 'Acacia Avenue shares our values, client-first mindset and belief in marketing that delivers real commercial impact. Together, we're stronger, more agile and better equipped to support our clients' ambitions.'

Caroline Whitehill (pictured), Director at Acacia, adds: 'Joining Accord allows us to scale what we do best, while maintaining the close client relationships and quality of work we're known for. It's an exciting next chapter for our team and our clients.'

Web sties: www.conrad.co.uk , www.accordmarketing.com and
www.acacia-avenue.com .