Audience Collective expands with Coterie deal

A Leeds-based marketing services group has strengthened its capabilities with the acquisition of a specialist partner marketing agency.

Audience Collective has bought Yorkshire-based Coterie Marketing, strengthening its expertise in ecosystem and partner marketing while enhancing its ability to deliver data-led growth strategies for clients.

Founded in 2020, Audience Collective has grown quickly to reach £28 million in turnover, operating across a portfolio of specialist agencies. 

The group expects revenues from its existing agencies to reach £40 million within three years.

Coterie Marketing will join a collective that already includes Ponderosa, Spark and Crunch, broadening the group’s combined offering across branding, advertising, media planning, research, social and influencer marketing, UX, digital design and SEO.

The acquisition also introduces advanced partnership and technology-enabled marketing capabilities to the group.

Coterie’s team will integrate into the wider collective while maintaining its specialist focus, giving clients access to a broader range of expertise across Audience Collective’s growing network of agencies.

Rob Wescott, group chief executive of Audience Collective, said: “This is another significant step forward for Audience Collective and a strong signal of our intent.

“Since launching in 2020, we’ve scaled rapidly to £28m in turnover, and we’re forecasting £40m in annual revenue from our existing group companies within three years. 

“That growth is being driven by our specialist model and our ambition to build the most progressive marketing collective in the UK.

“The acquisition of The Coterie materially strengthens our technology capabilities and deepens our expertise in partner and ecosystem marketing.

“As brands look for smarter, more accountable and tech-enabled routes to growth, expanding our capability in this space is a strategic priority. 

“We have ambitious plans for further growth, both organically and through targeted acquisitions, and Yorkshire will remain central to that story.”

Jo Dunkley, co-founder of Coterie Marketing, added: “By joining forces, we’re not just expanding our services we’re reshaping what’s possible in partner marketing.

“Together, we’re offering brands a smarter, more effective way to reach their audiences and accelerate growth.

“What this means for our clients is that they now gain access to a whole suite of additional marketing services all under one roof. 

“It means we’re not limited to the services we can offer, so clients get a full service that delivers real value and results.”

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