BJL becomes part of dentsu.
Throughout our 30-year history, change has always been a positive catalyst for BJL – from our inception as a Manchester-based agency in 1987, through to the management buyout by our leadership team in 2004, each milestone has been a launchpad for an exciting period of growth, creativity and innovation that has propelled us forward.
Now, we’re very excited to begin ‘phase three’ in the history of BJL, following our acquisition by global media, digital and creative communications group dentsu. This watershed moment is recognition of the standout work we’ve consistently produced for our clients over the last three decades, and of our integrated model which has been built around the changing needs of brands and their consumers.
Becoming part of dentsu will supercharge our agency like never before. As a global business operating in 145 countries and employing over 40,000 people across 25 timezones, dentsu brings together an enormous wealth of expertise and capabilities across media, creative, data and technology.
The group is home to a number of market-leading brands across these disciplines – including Carat, iProspect, Vizeum and Whitespace – so we feel in very good company as the latest addition to the dentsu family.
For us, and for our clients, its means that our existing services are enhanced by access to greater insight, best-in-class-data, media planning and buying, and performance marketing techniques – and of course by the fantastic spirit of collaboration and talent development embraced across dentsu.
The acquisition sees BJL become part of dentsu North, a fast-growing cluster in the company’s UK & Ireland business which employs 700 people across offices in Manchester, Leeds, Edinburgh and Newcastle, and provides services to clients such as N Brown Group, Pets at Home, Thomas Cook, Halfords and Holland & Barrett.
The deal is a great fit for both businesses, as BJL’s expertise in brand strategy, advertising, content production, PR, social media and CRM will strengthen the network’s ability “to offer true end-to-end brand experiences for our clients”, in the words of Rachel McDonald, Managing Director of dentsu North. We already share many clients with the network, and have a great relationship and understanding with the team.
BJL will continue to be led by Nicky Unsworth as CEO, Jackie Holt as Managing Partner and Iain Kerr as Commercial Director. For the agency at large it’s business as usual too – but with a new, hugely exciting future ahead for everyone at BJL, and for all of our clients.