National news agency, PA Media, has confirmed the acquisition of Scotland-based social media agency Hydrogen.
According to PA Media, the move will help it respond to customer demand and would “open up opportunities”.
Hydrogen already works with clients, which includes The Economist, Magners, SSE and Highland Park, to grow and manage its audience on a host of social media platforms, such as Facebook, Instagram, TikTok and LinkedIn.
“The acquisition of Hydrogen allows PA Media Group to respond to our clients’ increasing demand for social media services,” PA Media CEO Clive Marshall said.
“Social media and social commerce are the fastest growing areas of digital marketing in the UK.
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“Adding expertise and a proven track record in this area to our portfolio opens up opportunities to develop our social offering right across the group.
“We look forward to providing a networked home for Hydrogen to support the next phase of its growth.”
As a result of the acquisition, Hydrogen will continue to operate under its current leadership as a stand-alone agency within the PA Media Group portfolio of media businesses.
Hydrogen founder, and CEO, Mike Scott added: “A growth mindset has always been at the heart of everything we do at Hydrogen.
“It’s allowed us to quickly become the largest social media agency in Scotland and work with amazing brands from across the UK and beyond.
“It’s exciting to join the PA Media Group family, which will allow us to really accelerate growth opportunities for the Hydrogen brand while supporting the expansion of social media across the wider group.”
