Manchester-based brand activation agency ZEAL has acquired a 51% stake in Tommy, the social-first creative studio behind standout work for Amazon, TikTok, Netflix, Mastercard and Google.
The move unites the two independent agencies’ complementary strengths and shared ambition to deliver culture-driving creativity that moves people and products alike.
The acquisition addresses a new reality for brands: one where attention is collapsing, buying journeys are messy and often instantaneous, and every interaction has to earn both equity and conversion. Bringing together Tommy’s social and content specialists with ZEAL’s shopper, experiential and partnerships, the agencies will offer ideas built to collapse the gap between inspiration and purchase, driving both brand equity and sales effectiveness in the same moment.
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Founded in London with studios in Los Angeles and Singapore, Tommy adds global reach and deep craft in social-first content, AR, OOH and experiential – backed by a client roster that lives at the centre of culture and technology. Tommy will retain its brand and creative independence while integrating with ZEAL’s wider offering, joining ZEAL’s London and Manchester hubs to serve clients across markets and disciplines.
Together, ZEAL and Tommy will deliver seamless, end-to-end activation with ideas built to travel from culture to commerce, powered by social-first craft, activation expertise and partnerships. The combination strengthens ZEAL’s FMCG leadership while opening new opportunities across tech, entertainment and culture.
The move forms part of ZEAL’s long-term growth strategy and follows a period of significant momentum for the agency, including the launch of experiential offering ZEAL X and partnerships arm ZEAL Collab in 2024, fuelling the growth of its global client roster that includes Nestle, Arla, Suntory and Kraft Heinz.
The acquisition also strengthens ZEAL’s position in the tech and entertainment space – a key growth area for the agency. Through ZEAL X and ZEAL Collab, ZEAL already partners with brands including PlayStation, Sony, Spotify and Sky. With Tommy’s client base and creative firepower across brands such as Amazon, Netflix, TikTok, Adobe and Google, the group is doubling down on its ambition to deliver standout work across the culture and content spectrum.
Founded in Manchester in 2014, ZEAL has grown into one of the UK’s most awarded independent activation agencies, and still the only UK agency ever shortlisted for an Effie in Shopper Marketing, ZEAL is consistently recognised for both creative excellence and commercial effectiveness.
Stewart Hilton, co-founder of ZEAL, said: “We’re in the middle of the biggest disruption to brand building since TV advertising. The funnel has collapsed. Culture moves faster than campaigns. And people can discover, consider and buy in a single scroll. At ZEAL, our mission has always been to create energy that cuts through that noise and drives action, especially for the world’s biggest FMCG brands. Tommy shares that mission – they’re one of the best social and content studios out there, with incredible talent, exceptional craft and an instinct for what matters in culture. Together, we’ll deliver work that inspires action, wherever brands show up.”
Chris Edwards, CEO at Tommy, added: “We’ve always believed in creativity that genuinely connects with people. With ZEAL, we can scale that belief – blending our social-first craft with ZEAL’s strengths in brand activation and partnerships to create bold, globally connected work that moves people and products. We’ve built our reputation with brands at the centre of culture like Amazon, TikTok and Netflix, and with ZEAL we’ll channel that same spirit into FMCG’s biggest names, delivering ideas with the independence, speed and audacity needed to thrive in today’s market.”
