Arun Sudhaman 01 May 2014 // 7:23PM GMT
Nelson Bostock digital firm Things with Wings has relaunched in partnership with Creston sibling agency TMW, in a bid to meet the elusive integration needs of clients in the social media space. TMW head of social Vikki Morgan will lead a firm that bills itself as a "new kind of agency", combining Nelson Bostock's public relations and earned media skills with TMW's technology, data, social and community management offering. The move comes amid increasing integration between PR and digital agencies, and rising investment in social media. Nelson Bostock group CEO Lee Nugent told the Holmes Report that the partnership will help his agency compete more effectively with larger PR firms that have invested aggressively in digital growth. "It gives us greater scale, especially in community management." "[It also] brings additional, deeper specialist services to the table — not least extensive data analytics capabilities and, really importantly we believe, an understanding of how to apply emerging technologies to the integrated campaigns we're creating," said Nugent. "Add to this our reputation for creativity and we think we've got a very attractive proposition for the market." "Clients today are often not sure if the should give their brief/comms challenge to an ad agency, digital agency, PR agency or social agency, or all of them," said Nugent. "We're saying, we'll take that worry away and answer that question for you." Morgan takes charge of the firm after joining TMW in 2012. Previously, she worked as a journalist and in the PR industry. Things with Wings clients include General Mills and Diageo’s ‘Ask Dave’ initiative. Bruce McLachlan, who previously led Things with Wings, will retain his role as joint MD of Nelson Bostock's consumer agency Fever and also join Morgan and Nugent on the digital firm's operating board. Also on the board are TMW digital engagement head Chris Buckley and COO Chris Freeland. The senior management team will also include (from TMW) creative lead Graeme Noble and technology lead Marc Curtis and (from Nelson Bostock Group) social lead Dan Drage.