BLM Snaps Up Premium Media Firm Red

Independent advertising and marketing services firm, BLM, has announced the multi-million pound purchase of Red Media, the UK’s largest media independent in the premium and luxury brand sector.

Red Media’s clients include Diesel, Gant, Paul Smith, Aquascutum and Smythson of Bond Street, with annual media billings of £10 million.

The deal will see senior Red staff remain with the agency for at least three years to ensure continued client relationships.

The deal will increase BLM’s billings to more than £110 million, creating the ninth biggest media buying operation by ownership in the industry. The deal is expected to enhance BLM’s value by up to £5 million.

Commenting on the acquisition, Steve Booth, chief executive of BLM, said: “Red is a perfect strategic fit and signals the first move in our strategy to double the size of BLM within two years. Acquiring Red also gives us Premium Knowledge, an in-house research facility that increases our business value and will generate even greater returns for clients.

“BLM is the serious alternative to network agencies for medium size clients. We intend to grow BLM by acquiring profitable media and marketing businesses that fit strategically our long term plan to be a top five media agency.”

The purchase of Red Media will see BLM’s presence within the print buying sector enhanced, with additional benefits including the acquisition of Premium Knowledge’s 15,000 strong research panel across nine sectors.

Tim Bullen, managing director of BLM Red, said: “We wanted to expand Red’s capabilities and BLM is far and away the best fit – they’re our kind of people. We can now give our existing clients a greater breadth and depth of services and offer new clients much more.”

BLM: www.blm.co.uk