Montreal-based Avenir Global is acquiring three tech-focused PR agencies

Public relations firm Avenir Global has acquired three technology-focused agencies with 650 employees from British consultant Next 15 Group PLC for roughly $160-million, vaulting the Montreal-based company into the ranks of the world’s largest communications platforms.

Avenir, parent to National Public Relations and 10 other PR firms, is purchasing a division of Next 15 called the Marker Collective. It is home to three agencies – Archetype, Nectar and Outcast – which focus on advising technology companies. Avenir is also buying an AI-powered media intelligence platform called Delve.

The Marker Collective agencies have 20 offices in Europe, Asia and the U.S. The division has approximately 450 clients, including Google parent Alphabet Inc., Microsoft Corp., Meta Platforms, Inc. and Nvidia Corp.

“Our strategy is to acquire and build companies that specialize in serving specific sectors,” Avenir chief executive Jean-Pierre Vasseur said in an interview. The acquisition brings Avenir’s total headcount to 1,500 employees.

Toronto AI chatbot firm Ada to merge with U.S. company Dialpad in $600-million deal

Avenir has worked with Marker Collective executives in the past and Mr. Vasseur said he jumped at an opportunity to buy the division when Next 15 put it up for sale earlier this year, in order to focus on its data and insights business.

“The Market Collective agencies fit our culture and expand our expertise in tech‚” said Mr. Vasseur. He said the transaction makes Avenir one of the world’s 15 largest communications firms.

“Today’s announcement is a strong vote of confidence in our people, our clients, and the model we have been building,” said Helena Maus, CEO of Marker Collective, in a press release on Thursday. She said the firm is known for “distinct agencies with strong points of view, connected by shared intelligence and technology.”

Avenir plans to use Delve as a shared technology platform across its entire stable of agencies.

Mr. Vasseur said Avenir’s short-term focus, over the next year, is to integrate the Marker Collective teams. In the long term, the firm plans to continue using acquisitions to expand in sectors such as tech, health care, consumer products, food and nutrition.

Quebec’s Coveo buys Silicon Valley startup to help retailers sell to AI agents

Avenir is one of several platforms consolidating the fragmented communications industry, where firms were historically employee-owned. The largest transactions include last year’s US$13.5-billion takeover of The Interpublic Group of Companies Inc. by Omnicom Group Inc., which is headquartered in New York.

Founded in 1976, Avenir is controlled by chair Andrew Molson, part of the seventh generation of the Montreal brewing dynasty.

In 2023, the Caisse de dépôt et placement du Québec took a minority stake in the firm and pledged to back its international growth strategy. At the time, Caisse executive vice-president Kim Thomassin said the investment was meant to “maintain Avenir’s strong presence on the international stage.”

Over the past decade, Avenir made a series of acquisitions, purchasing Boston-based Shift Communications in 2016, Minneapolis-based Padilla two years later and European agencies Cherry and Hanover in 2018 and 2019 respectively. In 2023, it bought Halifax-based media agency Time & Space.

In March, Avenir added to its British portfolio by acquiring London-based agency Thinks Insight & Strategy. The company also owns health care communications agency AXON, which has offices in Toronto, New York, London and Copenhagen.