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MullenLowe Group acquires salt communications

MullenLowe Group has acquired strategic communications and PR agency salt.

salt was founded in 2000 by Andy Last and Richard Cox together with founding employee Nicky Young. The agency with offices in London and Singapore. salt works with multinational companies including Unilever, ManpowerGroup, Givaudan and Ferrero, blending their corporate and consumer communications, enhancing their external reputation and promoting internal alignment to drive sales. Much of its work is focused on delivering meaningful and measurable social impact with iconic brands including Lifebuoy, Axe, Andrex and Hunter boots.

Alex Leikikh, Global CEO MullenLowe Group, noted, “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. The folks at salt are world-class thinkers first and foremost with the intellectual strategic horsepower that drives conceptual level differentiation. And yes, they’re damn good at PR and purpose driven communication too.”

salt, which will be rebranded as MullenLowe salt to accelerate the MullenLowe Group hyperbundling of marketing services, will add Asian and European strength to the existing MullenLowe Group PR capabilities in the US market. MullenLowe PR has offices in Boston, New York and LA and works with clients including American Greetings, JetBlue, Century21 and PepsiCo.

Marianne Blamire, Managing Director and co-founder of salt Singapore 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. I’m a strong believer that Asia represents a huge growth opportunity and is the most dynamic place to execute. We’re looking forward to building bespoke teams with MullenLowe Group to deliver truly integrated strategic thinking and stand-out creative work for brands and companies across the region.”

In the next few months, salt London will move into the MullenLowe Group UK Shoreditch HQ. There they will join the 300+ strong MullenLowe London, MullenLowe Profero, MullenLowe Open and MullenLowe Mediahub teams. In Singapore, the physical integration of the salt team with MullenLowe Group Singapore will take place in due course.

SI Partners, who have worked with salt for seven years, consulted on the deal together with Osborne Clarke.