Interpublic-owned consultancy FutureBrand has bought London-based digital studio Hugo & Cat, in a move the consultancy says will help it “extend our ability to create complete brand ecosystems”.
Hugo & Cat has 80 staff and an office in San Francisco, alongside its UK headquarters. The consultancy had previously worked with FutureBrand on shared clients.
The move comes follows FutureBrand’s 2013 acquisition of Dutch retail design consultancy UXUS.
FutureBrand chief executive Patrick Smith says: “[The move] means reinventing branding in a way that reflects the new challenges our clients face as they grow and build brands in a rapidly changing digital world. The rules that governed traditional branding have altered beyond recognition.”
He adds: “Hugo & Cat extends our capability to create the complete brand ecosystems now demanded by clients and follows our successful integration of retail experience design specialist UXUS in 2013.”
Huge & Cat co-founder Johannes Smith says: “Joining the FutureBrand family, and the Interpublic Group of companies, allows us to take that offer to new markets and solve even bigger challenges for clients looking for competitive advantage in a digital world.
“We chose FutureBrand because together we can create a compelling offer for global clients who know their success lies at the intersection of business, brand and digital experience. We are very excited about what the future holds.”
The acquisition comes shortly after digital consultancy Allofus, which had been owned by Interpublic’s McCann Worldgroup, bought back its independence and broke away from the network.