Here’s one safe bet for 2010: social media and online PR firms will continue to be involved in some big deals as companies scramble to “engage” with their customers through Facebook, Twitter and the rest. The latest evidence to support that theory is an announcement (pdf) from Digital Marketing Group — the self-styled “largest digital marketing agency” in the UK — that it has bought digital and mobile creative ad agency 20:20 London for £1.5 million in cash, rising to £2 million with DMG share options and earn-out clauses.
The agency carries out work for BP, EA Sport and P&P, and had profits of £270,000 in the year to April 30. But after the sale 20:20 will become part of a new digital marketing division in DMG led by its founding creative director Peter Riley. DMG is re-branding its other digital sub-agencies with the 20:20 name, such as 20:20 Technology, which was CyberDMG.