The deal will help Accord’s ability to deliver integrated, insight-driven marketing tools to clients across the UK and beyond, as well as helping clients of both businesses gain greater capacity across strategy, creative, digital and performance marketing.

Accord was founded in 1988 and focuses on travel, tourism and hospitality, while Acacia Avenue was established in 2002 and helps clients address challenges such as brand positioning, identity, proposition development and creative development.

Sally Winfield, chief executive at Accord, said: “This acquisition is a natural fit. Acacia Avenue shares our values, client-first mindset and belief in marketing that delivers real commercial impact. Together, we’re stronger, more agile and better equipped to support our clients’ ambitions.”

Caroline Whitehill, director at Acacia Avenue, added: “Joining Accord allows us to scale what we do best, while maintaining the close client relationships and quality of work we’re known for. It’s an exciting next chapter for our team and our clients.”