Mediaworks Announces Acquisition of Liberty Communications

Mediaworks has followed-up the recent opening of a new Leeds office and further expanded its expertise with the acquisition of Liberty Communications.

The County Durham based media planning and buying agency specialises in what would be considered ‘traditional’ advertising media, with expertise in TV, radio, out of home and print media.

The acquisition will augment Mediaworks existing services, responding to the growing demand from clients for an agency partner that can offer a fully integrated marketing solution from brand strategy through to online and offline execution.

Chief Executive Officer, Brett Jacobson, commented: “We’ve always been interested in the offline media space. Recently we’ve seen major advancements in attribution tracking and targeting capabilities on platforms which would have traditionally been viewed as mass media.”

“These channels have been investing heavily in how they digitise their offering, with the likes of video on demand, Spotify and digital proximity out-of-home leading the way in offering a highly targeted and data-driven way to engage with audiences. Traditional advertising platforms have evolved to offer far better performance data and insights, enabling marketing initiatives to deliver optimum impact, compared to those of the past.”

El Long, founder of Liberty Communications, joins Mediaworks as Media Director, and will work with the existing team to deliver seamless ‘digital first’ online and offline services to its clients.

El, who brings more than 20 years’ experience working with leading advertising agencies, commented: “Once I met with Brett and the wider management team and learned more about the business and their vision for the future, it was too good an opportunity to turn down. Mediaworks has an incredibly talented team and has delivered some hugely successful campaigns for its international client base. The opportunity for us to deliver data driven insight combine forces to deliver a seamless online and offline experience for our clients’ audiences is very exciting.”

Brett concluded: “The Liberty team brings unrivalled media buying and planning expertise to Mediaworks, together with a host of national partnerships with leading publishers.  It is important that we can enable our clients the ability to reach their target customers with a consistent message and brand experience, regardless of the medium, and we believe we are uniquely positioned to achieve this.”

Mediaworks’ has continued its aggressive growth plans for 2020 following a management buyout in December. The North East headquartered marketing agency has grown to 115 members of staff since the turn of the year, bolstered by the opening of their dedicated Leeds Office and the recent acquisition of Liberty Communications.