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Audience Collective acquires Adgen

Leeds-based independent marketing services group, Audience Collective has announced the acquisition of Adgen.

Founded in 2006, Adgen is a specialist media planning and buying agency. The 18-strong team works in partnership with medium-to-large sized UK higher education institutions, connecting with students through strategic and creative marketing campaigns.

Audience Collective is already home to six specialist agencies, including Unicom – a digital marketing and media agency operating and producing insight-driven results within the higher education space.

Audience Collective Group CEO, Rob Wescott said: “The acquisition and the synergy between Adgen and our existing agency, Unicom deepens and widens our expertise within the higher education sector.

“We’re really looking forward to getting under the skin of the agency and strengthening its service offering through our network of agencies, to support its ambitious growth plans.”

Adgen will have access to the group’s specialist agencies, spanning research, data-driven insights, creative and branding to support its mission to become the go-to marketing partner within the education sector.

Founder of Adgen, Marcel Dalziel added: “The acquisition came at the right time and opens the door to significant opportunities for Adgen, in terms of skill set and presence within the higher education sector.

“Through Audience Collective, Adgen now has access to a network of marketing experts and world class planning and media tools – all of which will transform the way we work and take our offering to the next level.

“Whilst I will be stepping away from the day-to-day running of the business, I will still be actively involved in a consultive capacity. Adgen’s managing director Tom Dyer will be working closely with the team, and Audience Collective, to ensure the smooth and successful transition of Adgen into the group.”

Adgen’s client portfolio includes Birmingham City University, University College London and the University of Warwick.

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