Elixirr Creative seeks to disrupt design industry with Den acquisition

12 October 2017 Consultancy.uk

Digital agency Den has been acquired by Elixirr for an undisclosed fee. The purchase of Den is targeted at enhancing the consultancy’s existing suite of services by adding a team of creative design and digital development talent for the firm’s launch of Elixirr Creative.

Elixirr has formalised its expansion into the world of design and marketing solutions. In line with a consulting industry trend, the firm, which is one of the three fastest growing management consulting firms in Europe, has acquired London-based creative agency Den for an undisclosed fee. With the closing of the transaction, the firm have also announced the launch of Elixirr Creative. The new creative solutions wing will offer a wide range of design and digital development services to enhance client websites, apps, brand identity, site analysis, UX optimisation, SEO, digital strategy, hosting, photography and video offerings.

Elixirr | Thinkers - Makers - Creators - Designers - Developers

Following strong demand from clients for digital and design work, the deal sees Elixirr follow in the footsteps of the likes of the Big Four, McKinseyBCG and Capgemini, among others, who have all formed design wings in recent times, as consultancies look to expand into the affluent advertising and design industry. The sector has seen record spending over the past year. However, traditional market incumbents have been coming under increasing pressure from the likes of Accenture, now the world’s largest digital agency. Firms have outflanked ad agencies in terms of human and fiscal resources, as well as analytical prowess – enabling them to better demonstrate value for money

Den and Elixirr have a pre-existing relationship dating back to 2011, when the consultancy contracted Den in 2015 to retool their website as they sought to establish a key digital platform within the industry. Den were drafted in by the firm to create a website that served as an information hub, as well as a platform to share opinions, insights and news. Den employed responsive design and build services via UX Analysis in order to deliver that. The agency, which was founded in 2010, boasts a team of 10 experienced creative and technical specialists, who now become members of Elixirr Creative. Bill Kingston, co-Founder and Managing Director of Den, also joins the Elixirr Partner team, taking it to 12 strong. 

Complementary cultures 

Both founder-led, one of the driving forces behind reaching an agreement was said by the firms to be a shared focus on quality delivery and a strong entrepreneurial spirit, as Den and Elixirr both bid to make waves in a traditional market, which a statement from the consultancy labelled, “ripe for disruption.” The two companies also stated that they believe outstanding design and user experience are at the heart of all successful businesses, while Elixirr noted excitement at being able to offer such services to their clients.

Stephen Newton, Founder and Managing Partner of Elixirr, said, “I am delighted to welcome Den to our team. The value they can add to the work we do for our clients is clear, particularly in the innovation space – design thinking and rapid prototyping are the obvious examples. But the opportunities are endless actually, as forward-thinking businesses are increasingly recognising the importance of great design – we’re very ambitious.”

Bill Kingston, co-Founder and Managing Director of Den, added, “We’ve been Elixirr’s creative and digital partner since 2011 and our values, the way we work and our people have always aligned perfectly. It’s always been a very valuable partnership that has now evolved naturally into a business venture. We’re excited about the potential of Elixirr Creative and where it will take the breadth of our portfolio and client base – we cannot wait to get stuck in.”

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