Agencies unite to power AI-led marketing

A new national agency group has launched from offices in Portsmouth and Sheffield, combining digital marketing and artificial intelligence innovation with plans for rapid growth.

The newly-formed Hewitt Matthews Group (HMG) has acquired Sheffield-based digital agency Quba.

The group brings together more than 30 staff and clients including the NHS, BOXPARK, Carnival UK and Birmingham Airport.

HMG plans to fuse enterprise technology, digital marketing and applied artificial intelligence, with work already underway on bespoke large language models to drive insight and decision-making.

The group is led by Carl Hewitt and Reece Matthews, who founded Hewitt Matthews in 2016, along with Jonny Tooze, formerly of Lab Group, who will shape overall strategy.

Jonny said: “The agency model is changing rapidly. 

“Agencies need to add value using the latest technologies and data, feed this into big ideas and ensure ultra-efficient execution.

“Our job is now about bringing real-time context into client strategy – using artificial intelligence and smart workflows to help make better decisions, faster. 

“Quba gives us the enterprise backbone to do that at scale.”

Carl added: “The fundamental value of agencies has never changed; it’s the positioning and delivery that must constantly evolve.

“That’s why we’re building something specifically designed for the reality of where digital is headed. 

“Not only are we bringing more capabilities together under one roof, but we’re using applied artificial intelligence in new ways for better efficiency, fewer points of failure and far greater speed.”

Senior leaders from Quba will remain in place as part of the deal, with further acquisitions already in progress as the group sets its sights on building a smarter, artificial intelligence-led agency for the future.

Matthew Williams, chief executive of Quba, said: “Quba has built a reputation for delivering cutting-edge digital solutions and support services for our clients.

“Some of our blue-chip clients have been with us for over 18 years. 

“The acquisition by HMG is the perfect evolution for the business, providing an expanded set of digital services and a layer of marketing expertise that perfectly complements our technical foundations.”

Reece added: “We’re not here to change what makes Quba great – we’re here to elevate and scale together. 

“For 25 years, they’ve built some of the most impressive digital systems, quietly in the background. 

“Now, we’re bringing that technical brilliance to the forefront and pairing it with strategic thinking, user experience and performance marketing to drive even greater impact.”

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