LONDON — Instinctif Partners has a new majority investor, with Lloyds Banking Group private equity partner LDC acquiring the stake from Vitruvian Partners, which had been trying to sell the firm for the past two years.

The size of the stake and the value of the deal are undisclosed, although Instinctif said in a statement that the investment was “significant” and would support the agency’s growth across international markets and its recruitment plans.

In addition, Tim Trotter (pictured, right), former deputy chairman of Weber Shandwick and founder and former CEO of Ludgate Group, joins as non-executive chairman.

Instinctif CEO Tim Linacre (pictured, centre), said: “LDC’s investment is a clear validation of our people and our vision to build a truly integrated, strategic consultancy. It’s also a clear statement of our intent to win in our sector by continuing to build an innovative, relevant and modern business communications group.

“I am excited about our offer, which is delivering a string of impressive client wins, and the clarity of our leadership, strategy and ambition. LDC’s investment means we are well-resourced to grow our position as the home of integrated, strategic communications advice for boards and their executive teams.”

LDC investment director Lawrence Dean (pictured, left) said: “The communications needs of the world’s major businesses are increasingly sophisticated. The team at Instinctif has built an integrated consultancy with the strategic and creative muscle to capitalise on those changing demands, whilst their people-first commitment makes the firm well-placed to compete for the industry’s very best talent.”

The private equity firm has previous experience in the sector, having invested in reputation management consultancy Blue Rubicon, which was acquired by Teneo Holdings in 2015. During LDC’s investment period, the firm increased fee income by 60% and created almost 100 new roles.

In May this year, LDC also invested in digital marketing and communications group MSQ, backing the existing management team to grow the business in the UK and abroad.

Instinctif Partners employs more than 300 professionals in 12 offices in the UK, Germany, Republic of Ireland, Brussels, Dubai, South Africa, Hong Kong and Greater China.