Loewy merges in Mantra PR to build PR capability

Latest deal secures PR industry Top 15 ranking.

Loewy, the fast-growing marketing group, has bolstered its public relations offer with a deal which sees leading corporate consumer agency Mantra Public Relations joining the Loewy family. It secures Loewy a Top Fifteen agency position in the PR sector based on turnover – with nearly a third of Loewy’s 350 staff now engaged in PR activity.

The deal is a strategically important one as Loewy builds a group ready to take on the wider marketing challenges of the Web 2.0 world by offering clients best in class specialists to provide key point solutions, but also a collaborative melting pot to provide integrated campaign support.

With Mantra, Loewy’s PR capabilities now cover consumer, corporate, technology, and public sector expertise. Loewy acquired specialist technology PR consultancy Rainier in October 2006 and consumer PR agency BMA Communications in September 2005.

Mantra has an impressive reputation. It was co-founded in 2000 by Debbie Wosskow and Lawrence Dore, formerly of both Brunswick and Citigate Dewe Rogerson. It positions its work as a blend of ‘creative corporate and intelligent consumer communications’ with a client list to match. It includes The Financial Times, The Economist, Emap plc and ITV – recognition of the quality of the client base has been a key factor in Loewy’s decision to join forces.

Wosskow’s achievements have been recognized beyond the PR sector. She was profiled as one of Management Today's top 35 Business Women in 2004. Dore is a member of the CIPR Executive Board.

Loewy CEO, Charlie Hoult, says: “Mantra PR has all the hallmarks of a Loewy company – innovative, creative, knowledgeable and with a proven reputation for outstanding work - and will fit well into our family of creative specialists.

“Our belief is that PR possesses huge growth potential in light of the proliferation of new channels where consumers are turning traditional models on their head and controlling the messages they chose to receive. This new reality requires a fresh approach and PR is perfectly placed to respond.

By bringing Mantra into the group we will be able to harvest the plan for synergies and horizontal integration that our ‘buy and build’ growth strategy is designed to deliver. We’re delighted to welcome them.”

Debbie Wosskow, Mantra PR Co-Founder and Joint Managing Director says: “The deal works well for us. We are at a stage where we want to develop our business reach without compromising what we do. Joining the Loewy family will give us the freedom to retain our personality while opening up huge collaborative opportunities. The scope of our business has grown massively over the last seven years and this marks the next stage in an exciting future for Mantra.”

Lawrence Dore, Mantra PR Co-Founder and Joint Managing Director says: “By joining Loewy's PR operations we have instantly enhanced our offer to current clients and become a major player in the UK PR market. Rainier and BMA complement our skills and client bases perfectly and Loewy's desire to build on this base in the UK and internationally is a unique opportunity for us to become involved in creating a genuinely new, creatively based force in public relations.”

Mantra PR’s team of 30 will remain at their Tottenham Court Road offices.

The deal brings Loewy’s total headcount to 350 and turnover to £47 million.

Loewy has spent the last three years creating a powerful branding and communications family of complementary marketing specialists with strengths across the food/FMCG, technology, corporate and public sectors, brought together under a masterbrand with an iconic, global, brand-building heritage to live up to.