Digital Marketing Group Buys Into PR Market
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Blue Freeway a digital marketing group has snapped up local PR group Spectrum Communications the PR agency for the likes of Intel, Google and Acer.

Spectrum Communications Group has been sold but will remain in Australian hands after ASX-listed digital marketing conglomerate BlueFreeway acquired 51 per cent of the company for $1 million.

The remaining 49 per cent of the group – which includes the Spectrum Communications, Spectrum Life and Max Australia brands – will be sold down over a three-year period, based on BlueFreeway’s earnout model.

Co-founders Wendy Docherty and Naomi Beames said they decided to enter into the agreement with BlueFreeway, as they felt their clients would benefit from the digital and online advancements that BlueFreeway can offer.

”We’ve been assessing our service offerings for our clients for some time now, alongside looking at how the PR industry is changing and we believe we’re on the cusp of the PR industry fundamentally changing,” said Docherty.  ”In looking at this, we met with Blue Freeway. They’ve got an amazing folio of companies that they’ve acquired already, but the gap in their offerings was in the PR sector, and obviously that’s what we do, so it was a meeting of minds and we believe it will enhance our offerings to our clients.”



”We’ll now be part of a global company that will offer many enhancements to our clients that they haven’t had access for. It gives them the best of both worlds,” added Beames.

 BlueFreeway Chief Executive, Richard Webb, said he’s looking forward to working with the Spectrum Group.

”Spectrum Communications bring to Blue Freeway a highly reputed team and we are eager to integrate their skills with the expertise across the group, to deliver best practice online reputation management on behalf of our clients,” he said in a statement.

Docherty said the staff at Spectrum will remain unchanged, as will both her and Beames’ roles in the company. Similarly, the Spectrum brand and identities of its sister groups, Max Australia, Spectrum Life and Spectrum Communications, will not be affected. Spectrum’s clients have also been advised that the company will continue offering the same services as before. Clients include Blackberry, Intel, Google, Commander, Acer and Symantec.