LONDON—Fast-growing public relations consultancy Four Communications Group has acquired creative agency Electric, bringing new staff and services into the 125-strong agency. Electric, headed by chief executive Laurence Percival, offers creative, advertising, design and digital services to clients including Barratt Homes, SsangYong Motors, The Ritz and leading rugby equipment and merchandise company Canterbury of New Zealand.
Electric will merge with Four’s marketing and media unit, enhancing and extending the firm’s marketing consultancy, above-the-line, design and digital capabilities. Percival will become director of creative and brand strategy for the business and will sit on the group’s marketing and media board.
Four chief executive Nan Williams, “We have already seen incredibly strong organic growth in the Group this year, currently running at more than 50 percent year-to-date. This deal will provide a further boost to those numbers.”
Percival set up Electric in September 2002 following periods as managing partner at AMD Advertising and senior creative positions with Grey, Publicis and Interfocus. His past creative work includes campaigns for Nike, The Sunday Times and Mizuno.