Birmingham-based PR and marketing agency Smarts Illuminate has merged with digital firm twentysix to create a new full-service consultancy.
The pair are both own by MSQ Partners and have now rebranded to form twentysixPR to bring together their combined offices in the city, Leeds and London.
The newly formed agency has experience in consumer, corporate and B2B communications alongside the digital expertise of the wider twentysix group which includes web development, search marketing, social media and content creation.
Ryan Scott, managing director of MD of twentysix Search, said: "We have been bringing together some of the best talent from across the industry to ensure our clients have what they need, when they need it, to overcome their marketing challenges.
"This merger marks the next chapter in that journey.
"We've been on a mission to build a service offering that can ensure there is no modern marketing challenge that can't be overcome. The twentysixPR team will play a huge role in this.
"They have outstanding credentials, a burgeoning client roster, and a talent pool that adds a great deal of value."
Mr Scott will oversee all commercial activity as part of his role with Matt Eagles, a former associate director with London PR firm Freuds and co-owner of independent Harborne café Boo Boo Coffee.
Mr Eagles will be based in the firm's Edgbaston office, having more recently run his own consultancy where he worked with the 'Movember' charity campaign, Comic Relief and furniture company Made.com.
He has been tasked with growing the twentysixPR service offering and taking it into other sectors.
He said: "twentysix has a reputation for developing brilliant digital production, excellent search marketing and producing industry-leading creative work so to become part of their offering is a hugely exciting prospect.
"I know the Birmingham office well, have worked with the team before and it was where it all began for me so it feels good to come home.
"The intelligent thinking, first-class connection to media, combined with smartly applied creativity stand us in good stead to push what PR can achieve for clients as part of a genuinely integrated offering. The recent merger will allow us to do that on a far greater scale."