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Sledge joins Photon Group in £4m-plus deal

LONDON - Brand experience agency Sledge has been acquired by Photon, an Australian marketing services group building up a presence in the UK, for £3.95m plus performance-related payments.

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Sledge, which works for a range of clients including Innocent Drinks, Microsoft and Foot Locker, specialises in live brand experience marketing. It was founded in 1991 by Nick Cooper and Tom Beaumont-Griffin and now employs 38 people.

The deal ties Sledge's directors into a four-year earn out deal.

Tim Hughes, executive chairman of Photon, said: "Sledge is a highly creative and innovative agency which delivers fantastic results for its clients and has a history of earnings growth."

Photon is to house Sledge in its experiential and field marketing division, alongside REL, the field marketing agency, which became its third UK acquisition in July. The first two were market research businesses The Leading Edge and DVL Smith.

Photon recently acquired two UK PR agencies, Hotwire and Frank, and design agency, Corporate Edge.

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