LONDON—Porta Communications has acquired UK consumer PR firm Publicasity, its fourth agency purchase in 2014.

Publicasity, which has been independent for 36 years, becomes part of Porta’s consumer arm and will continue to operate under its own brand name, led  by MD Zoe Ward-Waring.

The agency currently employs 28 staffers, working with a broad range of consumer brands in sectors such as food & drink, travel & tourism, retail, home and fashion.

Porta CEO David Wright said that Publicasity will work alongside existing consumer firm Thirteen Communications to "create a far bigger and more diversified consumer PR offering within Porta."

"This acquisition along with the previous acquisitions of WSM Print & Design and Digital, Redleaf Polhill and PPS made in 2014, mean that Porta is successfully progressing its acquisition strategy to supplement the strong organic growth in our existing dynamic businesses," added Wright.

Porta's agency brands include Newgate Communications, Newgate Threadneedle, Redleaf Polhill, Thirteen Communications, TTMV and 21:12 Communications.