A UK news agency has acquired Scotland’s largest social media agency.
PA Media said its deal for Glasgow-based Hydrogen would help it respond to changing customer demands.
Since being set up in 2016, the business has brought in clients including The Economist, Highland Park, SSE and Magners.
Hydrogen works with them to grow and manage audience on social media platforms such as Facebook, Instagram, TikTok and LinkedIn.
It will continue to operate under its current leadership as a stand-alone agency within the PA Media Group, which also includes photo agency Alamy, marketing consultancy Sticky, PA Training and its flagship organisation PA Media, whose staff provide stories, pictures and video for much of the UK’s news industry - including Insider.
Clive Marshall, chief executive of PA Media Group, said: “The acquisition of Hydrogen allows PA Media Group to respond to our clients’ increasing demand for social media services.
“Social media and social commerce are the fastest growing areas of digital marketing in the UK.
“Adding expertise and a proven track record in this area to our portfolio opens up opportunities to develop our social offering right across the group.
“We look forward to providing a networked home for Hydrogen to support the next phase of its growth.”
Hydrogen founder and chief executive Mike Scott said: “A growth mindset has always been at the heart of everything we do at Hydrogen.
“It’s allowed us to quickly become the largest social media agency in Scotland and work with amazing brands from across the UK and beyond.
“It’s exciting to join the PA Media Group family, which will allow us to really accelerate growth opportunities for the Hydrogen brand while supporting the expansion of social media across the wider group.”
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