Way To Blue Acquires Digital Agency The Project Factory

Way To Blue Acquires Digital Agency The Project Factory
B&T Magazine
By B&T Magazine
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Way To Blue (WTB), the global communications agency, today announces the acquisition of The Project Factory (TPF), the UK and Australian-based digital creative agency.

The all cash deal will bolster Way To Blue’s growing social and digital teams in London and quadruple the size of its Australian footprint. It also expands its TV revenues and introduces healthcare, public sector and publishing to its sector portfolio.

TPF’s UK team will move into WTB’s Clerkenwell offices immediately and WTB’s Australian team will take up residence in TPF’s Sydney offices in the coming months.

TPF director, Jennifer Wilson (pictured), will oversee both the UK and Australian operations for TPF and the company will retain its branding and identity. Guy Gadney and Annette Parry, founding Directors of TPF, will be stepping down as directors to pursue new ventures.

Wilson, executive director, The Project Factory, commented: “I can really see the synergy between the Way To Blue business and what TPF offers in the entertainment space. There is a wonderful fit that will really boost both companies in terms of our offer to market. I am excited about the next step in TPF’s evolution and the opportunities being a part of the Way To Blue Group will bring.”

Adam Rubins, CEO, Way To Blue, added: “TPF’s reputation in the television industry in the UK is second to none and we are delighted to bring that experience into the Way To Blue Group, enabling us to deliver on our strategic goals of expanding our TV business. In Australia, this acquisition will help expand our clients base outside of the existing WTB entertainment business and into healthcare, publishing and the public sector.

“It’s been a great year for Way To Blue, as we continue to grow in and outside the Entertainment Sector. This is our third acquisition in under 18 months and this, coupled with continued organic growth in our core business is helping us strive towards our vision of paid, earned and owned being fully integrated and under one roof, no matter the sector.”

Best known in the UK for being the social and content agency on ITV’s Downton Abbey and more recently, The Last Kingdom (through Carnival Films), TPF’s client list includes NBC Universal, Sony Pictures Television, Gogglebox, Channel 4, Hartswood Films, the BBC and in Australia, Channel 7, CSIRO, HCF, The George Institute, Network Ten, ABC and Australian Radio Network.

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