Definition managing director Louise Vaughan with W&P managing director Andy Holt.
Jane Imrie

Leeds and London PR agency expands with internal comms acquisition

A PR and reputation management agency with offices in Leeds and London has expanded operations with a new acquisition.

PR firm Definition has announced its acquisition of internal communications specialist Words&Pictures (W&P).

With a base in Dubai as well as its UK offices, Definition specialises in international reputation management and public relations.

The deal marks the agency’s second acquisition in under three years, following its purchase of Limelight in 2018.

As part of the acquisition, W&P founder Tony Layton will become a non-executive director and vice chairman on the Definition Agency Group board, along with W&P managing director Andy Holt. The two long-time colleagues will work alongside Definition’s chairman Nigel Howes and managing director Louise Vaughan.

Nigel Howes, chairman of Definition Agency Group, commented: “We have an ambitious growth strategy for Definition which is centred on identifying and leveraging complementary service lines that add significant value to our clients and our business.

“We were not only attracted by the fantastic pedigree of W&P but the people within the business who share our passion for delivering services that are not only valued by our clients but highly rewarding for our people. We now look forward to making our combined aspirations a reality.”

Andy Holt, managing director of Words&Pictures, added: “Both agencies are clearly major players in our respective areas of expertise. But bringing W&P and Definition together now offers significant benefits, both for clients and for our wider team.

“This ‘one team’ approach will streamline communications for clients and add value. For our wider team, the move offers career development opportunities and gives us strength in numbers during challenging times.”

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