Publitek has acquired UK headquartered Technical Associates Group (TAG) in a deal valued at up to £3.5 million.

TAG offers a similar specialist range of technical, B2B, integrated marketing communications services to those of Publitek plus an in-house graphic design capability. Both companies address electronics, industrial, specialist IT and other tech sectors. To date, Publitek’s focus has been mainly in electronics while TAG has a larger portfolio of industrial clients.

Commenting on the rationale behind the acquisition, Publitek’s Founder and Chairman, Bob Jones, said, “By bringing TAG into the Publitek group, we now offer clients of both businesses greater geographic reach and broaden our expertise for clients in the industrial engineering sector. What’s more, the team brings valuable digital skills and experience, particularly in marketing automation. TAG has a staff of 40 people, ten of whom are based in Hamburg, complementing our recently-opened Munich office. The company’s Singapore office enhances our joint capabilities in Asia and TAG clients may now be served by Publitek North America.”

Sylvia Laws, previously Managing Director of TAG, joins Publitek as Chief Operating Officer, reporting to Simon Flatt, Publitek’s CEO. She adds, “Everything about Publitek feels right  – it is a win-win for our clients and our people. Now, without compromising on our brand purpose, we have a truly global presence, stronger influence in the tech, engineering and electronics sectors, and even greater insight across our key markets.”

Following the acquisition, Publitek now serves 120 clients across Asia, Europe and North America. The agency has 80 staff in eight countries, including engineers, technologists, journalists and marketers that specialise in developing strategy, creativity, content, PR and digital communications for technical audiences.

The companies that came together to create TAG were founded in 1984.

Publitek, founded in 1998, was based in Bath, UK until it was bought by the Next 15 Communications Group in March 2016. It still has a Bath office but is now headquartered in London. Since then, it has acquired London-based Publitek and US agency, McBru, in Portland, Oregon.