Mon, 16 Mar 2026 | BUSINESS SALE
Travel, tourism and hospitality marketing agency Accord Marketing has acquired London-based qualitative and quantitative insights specialist Acacia Avenue for an undisclosed sum, in a deal that significantly deepens the buyer's research and data capabilities.
Accord, which was founded in 1988 and focuses on the travel, tourism and hospitality sectors, said the acquisition would strengthen its ability to deliver integrated, insight-driven marketing tools to clients across the UK and internationally.
Acacia Avenue was founded in 2002 by Wendy Gordon, co-founder of TRBI and The Fourth Room, alongside colleagues Caroline Hayter, Martin Lee and Ro Pocock. The full-service agency works with blue-chip multinationals and major UK brands on brand positioning, identity, proposition development and creative testing - capabilities that complement Accord's existing media, digital and performance marketing offer.
Accord has reported turnover of approximately £32m in its most recent filed accounts, with 68 employees across offices in London and Barnstaple, Devon. Acacia Avenue is considerably smaller, with industry data pointing to annual revenues in the region of £1.5m to £2m and a headcount of between 15 and 22 staff.
The deal gives Accord, which is itself part of the Conrad Group,a specialist marketing services platform targeting the leisure sector, a proprietary insights function to sit alongside its broader agency capabilities.
Acacia Avenue will continue to operate under its existing brand and with its current team, with clients gaining access to Accord's wider infrastructure, technology and talent base.
Sally Winfield, chief executive of Accord, said the deal was "a natural fit," adding that Acacia Avenue "shares our values, client-first mindset and belief in marketing that delivers real commercial impact."
Caroline Whitehill, director at Acacia Avenue, said joining Accord would allow the firm to "scale what we do best, while maintaining the close client relationships and quality of work we're known for."
M&A Advisory, a central London-based mergers and acquisitions specialist focused on the PR, marketing communications and martech sectors, introduced the parties and advised Acacia Avenue on the transaction. Fortitude Advisors acted as financial adviser to Accord Marketing.
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