Goodstuff Communications joins Stagwell Media Network

The UK’s second largest independent media agency has sold to US company Stagwell.

Goodstuff Communications agreed the deal before Christmas and will maintain full-service media planning and buying operations under the brand led by co-founders Andrew Stephens and Ben Hayes with 130 employees.

Terms of the deal were not disclosed but this marks the first full acquisition since Stagwell and MDC partners combined in August 2021.

Goodstuff Communications clients include Ovo, AA, On The Beach, Yorkshire Tea, Cazoo, and Hello Fresh.

The agency will also no longer have a shareholding in Manchester-based independent media agency Love Sugar Science. A spokesman clarified that Goodstuff will still support the agency as a “key strategic partner” and it remains part of G-Force, a trading division launched by the agency in 2019 which provides Love Sugar Science’s media-buying.

Out-of-home specialist, Talon Outdoor, and global marketing company, Stagwell Inc, announced a strategic partnership in December 2021.

Stagwell Media Network also announced strategic partnerships with Talon Outdoor, The Buntin Group, MadHive and Hivestack last year.