Dutch company Candid has purchased UK-based advertising agency Creature, aiming for global growth in the future.
In a significant move for the advertising and creative industries, Dutch marketing and communications group Candid has announced the acquisition of U.K. independent agency, Creature. With the deal, Creature will lead Candid's network as the lead creative agency, marking a strategic step towards international expansion.
The acquisition cost of Creature by Candid has not been disclosed. As part of the deal, Dan Cullen-Shute, co-founder and CEO of Creature, will take on the role of worldwide CEO, overseeing both Creature's London and Amsterdam offices.
Creature Amsterdam, previously one of Candid's Dutch agencies, XXS, will rebrand as Creature's first international office. The Amsterdam office will be led by Dan Cullen-Shute and the existing management team, including Piet Hein Smit, Sanne Tolsma, and others. Meanwhile, Creature London will continue to be managed by the current management team of Ben Middleton, Stu Outhwaite-Noel, Andrew Gibson, Hanisha Kotecha, and Sian Welsh.
The aim of the acquisition is to expand Creature internationally, leveraging the combined strengths of both agencies. This move is expected to lead to integration of the two agency cultures and teams, expanded service offerings, and rebranding to unify the company identity.
However, no information has been provided about potential changes or additions to the management teams of other agencies in Candid's network. It is also unclear at this time what the strategy and rebranding plan for Creature and Candid's agencies following the acquisition of Creature by Candid will entail.
As more details emerge, they will likely be announced via press releases, industry news, or directly on the agencies’ websites and social media. Stay tuned for updates on this exciting development in the world of advertising and creative industries.
The acquisition of Creature by Candid, despite not disclosing the cost, is strategically focused on financing the expansion of Creature and strengthening Candid's business in the global market. With Dan Cullen-Shute taking on the role of worldwide CEO, the combined agencies aim to integrate their cultures, expand service offerings, and rebrand to unify their company identity.
