LONDON—UK marketing group Albion, which includes PR firm Albion Drive, is planning to expand globally following its sale to MDC shop KBS.
KBS has acquired a majority stake in Albion, as part of an attempt by the MDC agency to broaden its global footprint. The deal sees Albion Drive join Kwittken, the other PR firm within the KBS group. However, the two PR agencies will operate separately, confirmed both Albion Drive founder/CEO Bryce Keane and Kwittken CEO Aaron Kwittken.
Albion will expand its capabilities to New York, and KBS units including Spies & Assassins and Content Labs will open in London. In addition, the UK group also has its sights set on opening in Shanghai and Berlin.
KBS will also expand its ventures unit to London, to be overseen by Albion founder Jason Goodman, who will retain his position as CEO of the UK agency. The unit will support Albion's continuing investments in European startups, which currently includes equity in clients Chemist Direct and Trillion Fund.
KBS has offices in New York, Los Angeles, Toronto and Montreal. The partnership with Albion adds a 100-person office in London to lead the group's activity in Europe. Goodman will report to Lori Senecal, global executive chairman of KBS and CEO of the MDC Partner Network.
“The most important thing to us was finding a business partner with a like-minded approach to delivering bold solutions for global clients. Albion is a rare find in London and the ideal fit for the KBS group, as we share a passion for entrepreneurship and invention. I’m very excited to welcome Jason and his talented team to the KBS family,” said Senecal.
Albion Drive was founded by Bryce Keane in late 2012. The firm focuses on startup and technology PR.