Definition Group’s Acquisition of Schwa

In UK Freeths, advised on the matter.

Freeths advised Definition Agency with a team including Andy Francey (Corporate M&A), Dahren Naidoo (Picture – Corporate M&A).

Definition Group, the multi-award-winning strategic communications group, acquired Schwa, a leading specialist in tone of voice.

The deal follows Definition Group’s recent purchases of leading employee engagement agency Words&Pictures, creative brand agency Redhouse and PR growth agency TopLine Comms, including TopLine Film.

Founded in 2017, Schwa is a team of writers, trainers and psychologists who use tone of voice and behavioural science to help organisations engage better with customers and colleagues. The company uses language to improve business performance, with clients spanning large corporates and global groups including BT, John Lewis, Marks & Spencer, Network Rail, PepsiCo and Sony Music.

The enhanced service lines, now delivered by a 90-strong team of specialists, expand Definition Group’s insideout communications™ delivery model for major brands, business leaders, member organisations and government bodies. They boost the group’s ability to deliver a broad range of services across the brand strategy, experience and communications spectrum, enabling organisations to enhance their reputations and deliver business growth.

Legal advice on the transaction was provided to Definition by Dahren Naidoo (Picture) at Freeths. Megan Attack, Bradley Adams and Andy Francey from the Freeths Corporate team, Laura Tracey from Employment and Alex Angelides in Tax supported Dahren on this transaction.

Involved fees earner: Bradley Adams – Freeths; Alex Angelides – Freeths; Megan Attack – Freeths; Andy Francey – Freeths; Dahren Naidoo – Freeths; Laura Tracey – Freeths;

Law Firms: Freeths;

Clients: Definition Agency;

Author: Giulia Di Palma