LONDON — Corporate communications agency PLMR has made its second acquisition in a month as part of its plans to strengthen its regional UK network, buying East Anglia-based PR and digital marketing agency Genesis for an undisclosed sum.

The acquisition comes on the heels of PLMR’s announcement last week that it had acquired Advent Communications in the Midlands, adding to a network that also covers London and Scotland.

Genesis was co-founded by husband-and-wife team Penny Arbuthnot and Charlie Arbuthnot in 1996 and was called Project PR until 2011. Both will become senior advisors to the firm, which will come under the leadership of PLMR’s East of England director Simon Darby.

The acquisition of the 18-strong agency, which will now be known as PLMR Genesis, brings PLMR’s total headcount to 87.

Penny Arbuthnot said: “It was essential for us that any buyer of Genesis would share our values and be a fit with the Genesis services and sector expertise and we have found all of this with PLMR. The synergy has been clear from the outset and we are excited by the progressive approach, expertise and additional resources which bring new opportunities for clients and the team.”

Darby added: “This is a hugely exciting moment as PLMR and Genesis join forces in the East of England. The region is one of the most dynamic and exciting in the UK, home to many of the growing and innovative sectors that will be a key part of the country’s success in the coming years.”

PLMR chief executive Kevin Craig said the acquisition was “recognition of the vital importance of the East of England region as an area of strategic growth for the agency and a reflection of the area as a key economic driver for the UK.”

He said: “This latest acquisition is a further key step forward as we advance our strategy for client-focused growth. Having a market-leading presence in our core regions coupled with a strong presence in London is at the heart of delivering excellent services for our clients and taps us into the dynamic growth taking place around the country. We have known and admired Genesis for many years and are delighted now to be able to work with the team.”

PLMR’s East of England office already works with organisations operating across the region, including the UK Innovation Corridor and major property developers. It also supports clients including The Adecco Group, Dexcom and the National Office of Animal Health. Genesis’ client roster included Skills Training UK, OFTEC, County Broadband, MoreLife, S&P UK and the Zoological Society of East Anglia.