NEWS15 November 2021

Candid acquires UK-based Brand Potential

Europe M&A News UK

UK & EUROPE – Netherlands-based fully integrated communications platform Candid has acquired UK consultancy Brand Potential.

Candid acquires Band Potential - team photo

The founders of Brand Potential – Mary Say, Tom Lovett and Chris Molloy – will join the platform as partners of Candid. Brand Potential will continue to operate under its own name as an autonomous agency within the Candid platform.

With this newest expansion, Candid said it is taking “its first step in the internationalisation of the platform.”

Brand Potential was founded in 2010 and is a high-end brand consultancy, working with clients around the globe such as Unilever, Bayer Pharmaceuticals, Costa Coffee, Johnson & Johnson and Coca-Cola.

The firm focuses on areas such as insights, innovation, brand strategy and design. It also offers a due diligence service to assess the potential of brands when going through merger or acquisition. 

Say said: “We really like the cultural fit with Candid and the agencies that operate on the platform. Candid understands that agencies are at their best when they continue to work in the way that is most motivating for their people and clients.

“By joining Candid, we can continue to realise our mission to unlock potential for our clients and their brands, both in the UK and internationally, while still retaining our values and culture.”

Rudiger Wanck, chief executive of Candid, said: “The acquisition of Brand Potential marks our first step in the UK and the starting point for the development of the Candid platform strategy outside of the Netherlands.

“With Brand Potential, we immediately gain traction at a brand consultancy level, providing a strong starting point for the further development of the platform in the UK. We look forward to launching Brand Potential in Amsterdam very soon.”