The Acquisition is at an enterprise value (on a cash free, debt free basis) of £5.87m, including net assets at completion, estimated at £0.2m. The consideration payable by Communisis totals approximately £7.1m, including acquired cash of about £1.2m.
Editions Financial ("EF"), has delivered in excess of 2,000 projects for more than 33 financial brands over 14 years; more than any other content marketing agency in the UK. EF is based in Edinburgh and has a 31-strong team of specialist writers, designers, digital experts, content strategists, BAFTA-winning broadcasters and marketing specialists.
EF works directly with major financial brands to develop their content strategies (including benchmarking, proposition development and campaign planning). It then implements the strategy by providing a co-ordinated content marketing delivery service in all key channels including copywriting, video production, digital content, print and digital magazines, ezines, social media, event content and front line sales collateral.
Communisis' recent high profile contract signings in the financial services sector include Lloyds Banking Group, with which they hold a 10 year contract for the production of all transactional customer communications. In addition, Communisis signed a nine year contract for all Nationwide's customer communications' production earlier this year.
The acquisition is expected to provide significant synergy opportunities with Communisis' financial services offering, adding content marketing to the group's overall design capability as it looks to build a fully integrated agency for the digital age.
Content creation will also be a cornerstone capability for Communisis as it builds on its new agency model, which it recently appointed Malcolm Cotton, formerly of Publicis Chemistry, to lead.
"Given the recent stellar growth in the discipline of content marketing, a hurdle for brands in fighting for attention will be relevance. By leveraging Communisis' depth in data-driven personalised communication we will be able to deliver knock-out content propositions," said founder Caspian Woods.
Andy Blundell, Communisis Chief Executive, added, "As the UK's leading content marketing agency within the financial services sector, Editions Financial is a clear strategic fit with the Group's aspiration to broaden and deepen its service offering. The acquisition also strengthens our already strong position in the financial services sector.
"We are delighted that Caspian and Ruth have decided to join Communisis and that they are equally committed both to the continuing development of the Editions Financial business and to the growth and expansion of the Group."
EF has recently completed the inaugural Financial Services Content Marketing Survey in conjunction with the Financial Services Forum. It shows 80% of financial brands are focusing on building their capabilities in-house, but only 41% have a defined content strategy. EF sees the big opportunity in strategy consulting, and integrating with in-house teams.