Corporate Edge, the branding agency behind the launch of internet bank Egg and loyalty scheme Nectar, has been bought by Photon Group UK, part of Australian marketing services company Photon Group, for an undisclosed sum.
Corporate Edge, which also specialises in corporate communications, is the third UK-based agency acquired by Photon this year. It bought market research specialist DVL Smith Group in February and field marketing agency REL in July.
The deal will allow Corporate Edge to expand into Europe, and the agency says the senior management team remains unchanged.
Corporate Edge chairman Chris Wood says: “Photon Group is on its way to becoming one of the world’s leading marketing services companies. This is a logical progression for Corporate Edge, allowing us to develop further international opportunities in corporate communications and branding.”
The Photon deal follows the sale of Corporate Edge’s interior and architectural design division to Douglas Wallace.
Corporate Edge was formed in 1997 when design agency Michael Peters Limited and branding consultancy Craton Lodge & Knight bought themselves out of parent company the Princedale Group. Corporate Edge was initially a sister consultancy to CLK.MPL Limited but the entire group was rebranded as Corporate Edge in 2001.
As well as Nectar and Egg, Corporate Edge has also worked with companies such as Cadbury Schweppes and Diageo. It has an annual turnover of £8.9m and employs 80 people.
Executive chairman of Photon Group Tim Hughes says: “Corporate Edge is a natural complement to Photon and expands our growing footprint in the UK market.”