NEWS13 January 2012

Karma Communications buys Crayon Group

M&A News

UK— Karma Communications, the owner of ad agency Karmarama, has acquired the Crayon Group, which owns research agency Walk a Mile and analytics consultancy Crayon CI.


The firm said it wanted to combine “creativity with data-driven digital and direct expertise”.

Karma Communications Group was formed last year when Phoenix Equity Partners invested in Karmarama and its sister agencies Kream and Kaper.

Crayon was founded in 1998 as Hicklin Slade and Partners. Its principal shareholders are senior partners Justin Hicklin, Matthew Brown and Mark Runacus (pictured). As well as Walk a Mile and Crayon CI it includes tech services provider Zigzag.

Karma Communications chairman Charles Watson said: “The combination of the creative capabilities of Karmarama with Crayon’s data-driven digital expertise will enable us to service the ever-increasing requirements of our clients’ brands across the full extent of the customer journey.”