Maja Pawinska Sims 14 Sep 2023 // 7:00AM GMT
LONDON —European PR and communications agency Tyto has made its second acquisition in 10 months, buying Netherlands PR and integrated communications agency It's a Rep for an undisclosed sum
The acquisition will enable Tyto to partner with global technology companies with regional headquarters in the Netherlands, as well as global clients seeking to grow their reputations in the country.
It's a Rep founders Chantal Schepers (pictured, centre) and Erik van de Nadort (right) become senior partners on Tyto’s leadership team – both taking a minority stake in Tyto – and will spearhead the combined agency’s client relationships and campaign delivery in the Netherlands.
The investment follows Tyto's near six-year partnership with It's a Rep, with shared clients including Remote, Esri, Online Payment Platform and SoSafe.
Tyto founder and CEO Brendon Craigie (pictured, left) said the move was recognition of the growing importance of the Netherlands as an EU tech hub for global scale-ups, particularly in the wake of the government’s Dutch Digitalisation Strategy, which makes the country one of the most open environments for the tech industry.
Craigie said: “It’s a privilege to have the opportunity to bring Chantal and Erik and the rest of the It's a Rep team into Tyto. We’ve admired their work for a long time, as have many of our shared clients. The stage is now set for us to take that partnership to a new level and help more companies with their reputations. The influence of the Netherlands on the tech industry is growing and we believe this strategic expansion will make us even more valuable partners to our clients as we continue to realise our innovative PRWithoutBorders model.”
On joining Tyto, Schepers said: “After successfully partnering for several years I’m very excited to join Tyto. Its disruptive model provides our customers with the opportunity to scale their PR efforts throughout Europe and to attribute their PR resources in the most effective way. At the same time our employees benefit from being part of an international team of ambitious and seasoned PR-professionals, and to pursue an exciting career path without borders.”
Van de Nadort added: “The Dutch are renowned for their international, entrepreneurial ambitions. Being part of Tyto enables us to grow bigger and stronger ourselves, following a similar ambition, but even more so enables our clients to do the same. We can now support them with the best PR and communication services in Europe in pretty much all relevant markets. Working as a partner of Tyto for several years has been a blast. I am very much looking forward to even more great work, successes and fun being part of Tyto.”
The addition of It's a Rep grows Tyto’s integrated team of PR and communications professions to over 60 full-time employees and £6 million in trending annual revenues.
The deal follows the acquisition of integrated agency CubanEight in November 2022, the launch of the agency’s multilingual content studio in January, its expansion into the Nordics this July, and the appointment of its first managing director, Nick Taylor, in June.