The Holywood-based Ardmore Group has acquired Modus, a London independent communications agency
Founded in London in 1987 with its roots in fashion and beauty, Modus has built a strong reputation for specialist communications expertise and longstanding relationships with brands, media and creative communities. Today, the agency works across fashion, beauty, wellness, hospitality, drinks, design, arts and culture, for brands from the high street to luxury, with capabilities spanning strategy, media relations, talent and brand partnerships, content solutions and social media.
Joining Ardmore Group will retain the specialist expertise, relationships and culture that have defined Modus for nearly four decades, while bringing new investment and scale, and opening up greater collaboration across creative, advertising, digital performance marketing and strategic consultancy.
Modus’ longstanding relationship with New York-based BPCM will continue – with the close partnership the two agencies have developed through shared clients across the UK and US, remaining an important part of Modus’ international network. The move will also significantly extend Modus’ international reach through Ardmore Group’s relationship with Worldwide Partners, Inc. (WPI), one of the world’s largest networks of independent marketing and communications agencies. As a partner and shareholder in the network, Ardmore Group has access to like-minded independent agencies across 60 countries, creating greater opportunities for Modus and its clients internationally.
John Keane, Chairman and CEO of Ardmore Group, said, “In a world where the channels to market appear to expand on a near daily basis, the importance of brands having access to the very best people – specialists not generalists- has never been more important. As the Ardmore Group has continued to grow, moving into new geographies and new categories, we are constantly looking for the very best talent. As soon as we met the team at Modus we knew we had found something very special indeed.
Their deep knowledge of all major luxury categories, their track record in content creation, experiential and PR all stood out. That they share our values and ambitions was the icing.”
John continues,
“Our Group has had a small London presence for a few years, but this acquisition allows us to further build the integrated offering for clients across the UK and beyond.
Following on from our investment earlier this year in an award-winning creative agency in Dublin, and our ongoing role as a shareholder in WPI, we are committed to offering all clients across the Group the very best skills and talent to help them navigate the chaos and to unlock our connected creative thinking to grow their brands.”
Julian Vogel, founder of Modus, said, “Communications is constantly evolving, and never faster than now. Modus has always evolved ahead of the market, anticipating what clients need before they know it themselves. In John Keane and Ardmore Group we found the perfect strategic partner: complementary services that create new opportunities for Modus’ next phase of growth, a group we can develop joint new ventures with, and like-minded, passionate people who appreciate the expertise, relationships and culture that make Modus special. Independent agencies working together, as Modus reaches towards 40 years in communications and begins its next chapter.”
As part of Modus’s next chapter, Strategic Director Rosie Pierce will become Managing Director, working closely with Ardmore Group leadership to oversee the agency’s continued development and integration within the Group.
Rosie Pierce, incoming Managing Director of Modus, said: “Having been part of Modus for many years, I know that what makes the agency special is its people, relationships and expertise. I’m excited about the opportunity to build on these strengths, work more closely with our new colleagues across Ardmore Group and explore what we can achieve together, while staying true to who we are.”
Founder Julian Vogel will remain closely involved with Modus on a consultancy basis, providing continuity for clients and the team while helping to shape the agency’s next stage of development.
The transaction was originated and advised by Agency Futures, who identified Ardmore Group as a strong strategic and cultural fit for Modus, introduced the two businesses and advised Julian Vogel through to completion.