Definition Group acquires London-based OTM as part of expansion strategy

In a statement, Definition Group said it was pursuing a buy and build growth programme, with the aim of bringing together specialist consultancies to define, align and deliver brand and marketing services for clients.

OTM is a creative marketing agency with clients including HSBC, SS&C Advent, 8x8, ION Group, Transport for London and TPXimpact.

The agency uses its audience insight model – Human Affinity – to develop brand strategies and campaigns. Jennie Gerry, managing director of OTM, will join the Definition Group operational board following the deal.

In a statement, Definition said: “The acquisition is set to deepen Definition Group’s presence in the technology, financial services and public sectors, while boosting its ability to deliver integrated services spanning brand insights, strategy, experience and communications, helping clients to enhance reputation and deliver growth.

“The group’s 300-strong client portfolio spans national and international businesses and organisations in the public, private and third sectors, including ABB, Benenden Health, Direct Line Group, David Lloyd Clubs, Lego, Lloyds Banking Group, Guinness World Records, HS2, Merlin Entertainment, Sky, Sony Music and UK Parliament.”

Heather Baker, Definition group’s CEO, said: “OTM is a great strategic fit, bringing complementary expertise and experience to the group.

"As a team of specialist consultancies that work side by side, we are uniquely positioned to help organisations define their brand vision and deliver it in a manner that is aligned both internally and externally.

"Now, with OTM in the mix, we have enhanced our ability to deliver consistent, integrated, end-to-end solutions.”

Jennie Gerry, managing director of OTM, said: “We’re excited by the potential of what lies ahead with Definition Group. A huge part of the appeal is working alongside a highly talented team of specialists to accelerate the scale of what we can now deliver – for our clients, our team and our business.”

Corporate finance and debt advisory services were provided to Definition by Andy Miller at Sentio Partners. Legal advice on the transaction was provided to Definition by Dahren Naidoo at Freeths and to OTM by Bryan Rickman, a consultant solicitor to Keystone Law.