LONDON — Freuds Group has acquired Lawless Studio, a specialty agency that focuses on the using the likes of street art to further organizations’ messages.

Founded by Josh Moore, Lawless partners with emerging artists from throughout the UK on creating visual art that supports brands, charities and communities in their messaging.

With a focus on guerilla marketing tactics, artists working with Lawless have created murals, digital displays, tattoos and more to advance campaigns. The firm is also noted for takeovers of local landmarks like Wembley Way, the Eden Project and Truman Brewery.

The art is created with Gen Z and their propensity for sharing photos and info via social media in mind.

The Lawless acquisition will bolster Freuds’ creative capabilities and artistic expertise. The deal will enable the group to simultaneously expand its offer to existing and future clients, while helping deserving artists gain recognition, Freuds said.

“Freuds has spent nearly 40 years at the forefront of creative disruption in the marketing and communications industry, and I’m thrilled to further strengthen our hand through the acquisition of Lawless Studio,” said Freuds chief executive Arlo Brady.

“Lawless is an exciting and dynamic agency that will help us to better tap into culture, support artists and adopt guerrilla marketing tactics that give our clients the edge. I’m looking forward to working with Josh, his team, as they bring remarkable ‘artist-led’ ideas to life, driving fame, reputation and behaviour change for our clients all around the world,” he said.

Said Moore, “We’re absolutely thrilled to be joining Freuds Group, uniting with the UK’s leading PR agency — who themselves are no strangers to delivering fame driving campaigns for their clients. We look forward to helping bolster that aim. One thing we firmly believe is that working with artists is your marketing cheat code. This new venture proves that Freuds are as confident in this approach as we are, and we look forward to delivering this for our Freuds Group partners.”