Creston to embark on raft of UK acquisitions

Marketing services group Creston is contemplating a raft of UK acquisitions, such as media planning, experiential and sales promotions services, although it admits its focus is switching to Continental Europe and the US.

Group chief executive Don Elgie says he wants to strengthen the group’s media planning, either through pooling existing expertise or buying a standalone agency.

He also wants to move into experiential and live marketing and strengthen its presence in brand strategy and sales promotion services, but has ruled out moving into media buying because the discipline is going through “fundamental changes”.

Elgie says/ “Standalone digital operations are going to run out of steam. Clients are demanding an integrated approach to onand offline.”

The group was created in 2001 and includes Delaney Lund Knox Warren and direct marketing agency Tullo Marshall Warren.

Following the release of Creston’s preliminary financial results for the 12 months to March 31, Elgie says: “Primarily we are going to be concentrating on Europe and in particular the US.”

Creston has briefed a merger and acquisitions expert to hunt for potential sales targets in Germany and is also looking to enter the Spanish market. In April this year it appointed former FCB global chief executive Steve Blamer to chief executive of Creston US.

The group announced a 60% growth in revenue, from £43.5m to £69.7m while headline profit before interest and tax has grown 75% on the previous year. Like-for-like revenue grew at 5% while digital contributed 15% of Creston revenue, up from 10% a year earlier.