LONDON — Markettiers4DC has rebranded as The AFO Group, a year after Waterland Private Equity took a majority stake in the marketing and communications network.

AFO – which stands for All For One – will serve as the umbrella brand for group’s agencies, including broadcast PR specialist Markettiers, international market research consultancy Censuswide, content production agency Through The I, media organisation Radio News Hub, podcast consultancy 4DC, data and insight specialist Opinion Matters, marketing strategist Hollr and, following its acquisition in August 2023, creative studio Sassy Create.

Howard Kosky, CEO of The AFO Group (pictured, left, with group MD Peter Mitchell) said the move was in line with the group’s commitment to “growth and expansion both organically and via M&A” and comes after a “positive 12-month period of increased revenue and profitability”.

He said: “The decision to rebrand from Markettiers4DC to The AFO Group represents a significant milestone. Whilst we celebrate our heritage and the continued success of our legacy agencies such as Markettiers, we recognize the necessity of a forward-looking brand that encompasses all our entities.

“With over half of our network now focused on core services such as strategy, data, and content—rather than traditional broadcast PR—the rebrand to The AFO Group reflects our current identity.”

At the time of the Waterland deal – believed to be worth more than £50 million – the firm said it would enable it to expand internationally, with an initial focus on the North American market. In its announcement, The AFO group underlined its ambitions, saying the rebrand would “serve as the new strategic platform to drive the company's growth aspirations in 2024 and beyond.”