PARIS — Communications group Hopscotch has acquired a further stake in food, drink and lifestyle specialist PR agency Sopexa, raising its share of the agency’s capital from 30.5% to 66%.

Hopscotch has also strengthened its role in the operational management of Sopexa, appointing two representatives to the renewed board of directors as well as the position of chair, held by Hopscotch MD Pierre-Franck Moley (pictured, left).

Moley said that with over 700 employees worldwide, sales of €210 million and €78 million in gross profit, the new group “becomes the leading integrated international global PR network based in Paris.”

Hopscotch chairman Frédéric Bedin (pictured, right) added: “We are very happy to once again capitalise on the strengths that Hopscotch and Sopexa share. Together, we will cover all of the key business sectors, as well as the full range of communications activities, from digital media to events to public relations and shopper experience.”

Sopexa will continue to specialise in food, drink and lifestyle, as well as influencer and trade marketing, while leveraging Hopscotch’s network of 30 agencies around the world, including in Europe, Africa and the Middle East.

Closer collaboration between the two firms has already proved fruitful, with several joint ventures in 2018, including the latest edition of the Barilla Pasta World Championship, for which a team from Hopscotch and Sopexa created the concept and managed media and influencer relations.

In addition, the two agencies have worked together on the launch of a non-profit organisation, the Foundation for Innovation and Transmission of Taste, which provides funding and support so that people from all walks of life can have access to healthy, delicious, high quality food.

Hopscotch also recently signed an agreement with event organiser AMC Promotion to become the official PR partner of the Paris Mondial Motor Show, one of the leading trade shows in the world, after a competitive pitch.

Bedin said: “We are very proud to be working alongside the automotive industry opening a new chapter in the history of this iconic event. Breathing new life into the Paris Mondial Motor Show at a time when the idea of mobility is being reimagined, this is the exciting challenge we are taking on. Starting in 2020, the focus will be to increase brand audiences by offering a completely redesigned, interactive and personalised visitor experience.”