Serotonin builds new marketing ‘powerhouse’

A Manchester-based digital marketing agency has expanded its team and services with an acquisition.

Serotonin, which is known for working with ecommerce brands such as ASSOS of Switzerland and property developers such as Legal & General and Grainger plc, has acquired Unparalleled, a digital agency specialising in ecommerce and performance marketing. 

Bosses say the deal forms a “new force” in the region’s marketing sector, with the combined business generating over £1 million in EBITDA annually. 

They add that Unparalleled’s 12-strong team have joined Serotonin, taking total headcount to 32, with plans to reach 40 by the end of 2025.

Dom Carter, chief executive of Serotonin, said: “This is a deliberate step forward in building a high-performance agency group, one that brings together specialist talent under a shared vision for performance, creativity and results. 

“The acquisition of Unparalleled further strengthens our position in a fragmented market, forecasts our EBITDA for 2025 at over £1 million and expands our capabilities where it counts. 

“Serotonin was already a serious player; now we’re moving faster, going bigger, and focussed on scaling through smart, strategic moves.” 

Luke Bielby, former chief executive of Unparalleled and now chief commercial officer of Serotonin, added: “The core principle behind Unparalleled was to provide high-growth brands with a strategic advantage through more intelligent and profitable marketing. 

“Integrating with Serotonin allows us to apply this vision on a grander scale. 

“This acquisition marks the creation of a new agency model – one built for agility, strategic acquisitions and optimised for rapid growth.” 

The move is the start of Serotonin’s buy-and-build strategy to consolidate best-in-class digital marketing services under one roof. 

With enhanced capabilities in Google and Meta media buying and ecommerce growth, the combined agency is well positioned to serve high-performance brands and scale rapidly.

The acquisition was completed with legal support from Pannone Corporate LLP.

Looking to promote your product/service to SME businesses in your region? Find out how Bdaily can help →