MullenLowe Group buys comms agency salt, rebrand to follow

MullenLowe Group has acquired strategic communications and PR agency salt. Following the acquisition, salt will be rebranded as MullenLowe salt. Currently, salt has offices in London and Singapore.

According to a press statement, this is to accelerate the MullenLowe Group “hyperbundling” of marketing services. The acquisition also aims to add Asian and European strength to the existing MullenLowe Group PR capabilities in the US market. SI Partners, who have worked with salt for seven years, consulted on the deal together with Osborne Clarke.

In Singapore, the physical integration of the salt team with MullenLowe Group Singapore will take place in due course, according to the press statement. Meanwhile, in the next few months, salt London will move into the MullenLowe Group UK Shoreditch headquarters, where it will join MullenLowe London, MullenLowe Profero, MullenLowe Open and the MullenLowe Mediahub teams.

Marketing has reached out to salt for further comment.

Currently, MullenLowe PR has offices in Boston, New York and Los Angeles and works with clients including American Greetings, JetBlue, Century21 and PepsiCo. Meanwhile, salt was founded in 2000 by Andy Last and Richard Cox together with founding employee Nicky Young (pictured right). Clients working with salt include Unilever, ManpowerGroup, Givaudan and Ferrero. It also works on social impact causes with iconic brands including Lifebuoy, Axe, Andrex and Hunter boots.

“The salt team are for sure brilliant communications practitioners, but to us they are way more than that. In a world where marketing practice areas are converging faster than Moore's law, clients need fresh, powerful ideas to differentiate,” Alex Leikikh, global CEO MullenLowe Group, said.

We are thrilled to become part of the MullenLowe Group hyperbundled network in Asia. While we’ve been winning awards together for Lifebuoy’s social purpose-driven campaigns and have partnered on many other iconic Unilever brands since salt Singapore opened in 2012, this is an opportunity to take our collaboration to the next level,” Marianne Blamire (pictured left), managing director and co-founder of salt Singapore, said.