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Four Communications Group Acquires Electric

November 2006: Creative agency acquisition boosts Four's strength to more than 140 staff across four offices 28 November 2006 Four Communications Group plc today announced the acquisition of creative agency Electric, bringing new staff and services into the 125-strong agency. Electric, headed by CEO Laurence Percival, offers creative, advertising, design and digital services to clients including Barratt Homes, SsangYong Motors, The Ritz London and leading rugby equipment and merchandise company Canterbury of New Zealand. Electric will merge with Four Communications Group's Marketing and Media unit, enhancing and extending Four's strategic marketing consultancy, above-the-line, design and digital capabilities. Laurence Percival will become Director of Creative and Brand Strategy for the business and will sit on the Group's Marketing and Media board.
Four Communications Group chief executive Nan Williams said: "This acquisition brings greater depth to our strategic marketing and design capabilities, with a team that complements many of our existing capabilities. "We have already seen incredibly strong organic growth in the Group this year, currently running at more than 50 per cent year-to-date. This deal will provide a further boost to those numbers."
Laurence Percival, CEO of Electric, said: "We wanted the chance to play on a bigger stage, with the resources and opportunities that come from being part of an international group. The culture of Four, with its focus on client service and staff development, was a key factor for us."
Laurence Percival set up Electric in September 2002 following periods as managing partner at AMD Advertising and senior creative positions with Grey, Publicis and Interfocus. His past creative work includes campaigns for Nike, The Sunday Times and Mizuno.
Four Communications started in November 2001 and now offers a full range of communications services – including advertising, media planning and buying, PR, digital, design, sponsorship support and government affairs – to clients in London, Liverpool, Dubai and Bahrain. Clients include Barratt Homes, Sony Computer Entertainment Europe, Grant Thornton International, Nakheel, Barclaycard, Sony PlayStation and APACS, the UK payments industry trade association. Following the acquisition, Four Communications Group will have more than 140 staff across its four offices. Financial details of the transaction were not disclosed.

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