Lois Burley PR, one of Birmingham’s best-known PR firms, has been taken over by a rival as part of plans to create one of the city’s biggest independent agencies.

The company, established 26 years ago, will now operate under the Rewired Media Group banner after a deal was agreed.

Ms Burley will now work for Jewellery Quarter-based Rewired, which plans to continue to grow through acquisition according to managing director Ruth Pipkin, who said the deal added more “traditional PR” skills to the firm. Ms Pipkin added: “I am very ambitious and I think there is space in Birmingham for another large, independent agency that works across the UK. It is an opportunity to bring two businesses together and the expertise. I want to build our headcount so we can look after bigger and bigger clients.

“Sometimes big companies think they have to go to London but we are showing with clients like Kraft Foods and Panasonic that you don’t have to do that.”

Rewired, which now employs 10 people, is also thought to be planning to open a new London office.

Its growth plans are being overseen by Ms Pipkin, who founded the firm four years ago, and chairman Sir Bernard Zissman – a well-known business figure in the city and former Lord Mayor of Birmingham.

Lois Burley PR specialised in media relations capitalising on the journalistic background of its team members, which will fit alongside a strong digital offer at Rewired.

Ms Burley said: “It is a very exciting opportunity.”

Sir Bernard Zissman added: “It is clear to me that bringing together the skills, enthusiasm and experience of Ruth Pipkin and Lois Burley with their respective teams will provide a strong, independent communications company which is well placed to expand both regionally and nationally.”