London-based PR operation Grifco is to merge with MMGY Global, the world’s leading integrated travel and hospitality marketing company.
Along with sister company Ophir PR, Grifco will become part of MMGY Global’s London operation.
Founder Claire Griffin will remain an integral part of the business, continuing to oversee Grifco as managing director and Ophir PR as executive director.
She will partner with the MMGY Global’s senior management team to grow the agency’s European footprint in the luxury travel sector.
MMGY Global will retain the name and it will now be known as Grifco, an MMGY Global Company.
Ophir PR will continue to operate as a separate brand.
The firms will begin integrating operations this year.
The latest deal follows a similar transatlantic tie-up between MMGY and Hills Balfour.
“We are excited to welcome Claire and her teams to MMGY Global and further expand our presence in the UK,” stated Clayton Reid, chief executive of MMGY Global.
“Their expertise and client base in the luxury market adds a new dimension to our business that we plan to extend across our network.”
The addition of Grifco and Ophir PR bring the agency’s total number of employees to more than 400 and overseas offices to six, including three offices in London plus Dubai, Madrid and Taipei.
MMGY Global’s worldwide footprint continues to grow as part of its commitment to integration across all travel marketing channels.
“We are thrilled to be working with MMGY Global particularly as we will now have access to highly complementary services and exciting options for our clients and staff.
“It will undoubtedly help our business evolve to the next level,” said Griffin.
“This merger will allow us to retain the boutique luxury elements that Grifco and Ophir PR teams have developed, while drawing on the MMGY Global expertise.
“It will also extend MMGY Global’s worldwide footprint, industry experience and strength across all marketing services through Grifco and Ophir PR, offering a truly comprehensive solution and even greater benefit to our current and future clients.”
The acquisition of Grifco and Ophir PR is the fifth by MMGY Global since private equity firm Peninsula Capital Partners and Fine Equity Partners made a significant equity investment in the company in February 2016.
The investment further strengthens the company’s aggressive acquisition strategy, which includes global expansion and its commitment to integration across all travel marketing channels.