Joining Forces


Nov 6, 2020 | News

We have joined with multi-award winning PR and reputation management agency, Definition, in a deal that creates a potent new force in ‘inside & out’ communication delivery for brands, business leaders and organisations. 

The acquisition by Definition Agency Group unites our teams to work in partnership to drive recognition, engagement and growth for clients through seamlessly integrated internal and external communications strategies. For our clients it is business as usual with W&P.

A complementary partnership

One of the country’s most respected reputation management agencies, Definition has won close to 70 awards, both in the UK and internationally, for integrated, multi-discipline campaigns across specialist sectors, including maritime, health & wellness and transport.

Three times winner of the ‘Agency of the Year’ title in the UK Public Sector Communications Awards, it has also won ‘Best Issues & Reputation Management Campaign’ at the European Communications Excellence Awards three times in Munich, Berlin and Stockholm. Currently, it is shortlisted for ‘Agency of the Year’ in the PR Moment Awards.

Words&Pictures, meanwhile, was founded more than 25 years ago in Leeds, and we’ve since built an unrivalled leadership position in the UK’s internal communications market. With a range of blue chip UK and international clients, we’ve won more than 200 awards for outstanding work in employee engagement, including being named ‘Agency Team of the Year’ by the IoIC (Institute of Internal Communications) in 2018.

Strength in depth

The enlarged team across both agencies includes communication and employee engagement specialists, reputation and crisis management experts, former national print and broadcast journalists, design creatives, editorial and content producers and digital marketing teams.

Andy Holt, MD of Words&Pictures said: “Both agencies are clearly major players in our respective areas of expertise. But bringing W&P and Definition together now offers significant benefits, both for clients and for our wider team. This ‘one team’ approach will streamline communications for clients and add value. For our wider team, the move offers career development opportunities and gives us strength in numbers during challenging times.”

He added the team is currently developing an innovative ‘inside out’ approach to communications, which would address the “risk-laden gaps” between internal and external communications. This includes new virtual conferencing platform Eventiv that is already making an impact with clients, at home and overseas.

Group dynamics

The Group’s acquisition of Words&Pictures is its second in under three years following the purchase of Limelight in 2018. With offices in London, Leeds and Dubai, it now has a combined 40 years of experience working for global brands across reputation management and employee engagement, and ranks in the top five specialist B2B PR and communications agencies in the UK*.

Its client portfolio spans financial and legal services, motoring and transport, health and wellness, education and tech, and it has a combined tally of 280 UK and international awards for communication and reputation management excellence.

Nigel Howes, Chairman of Definition Agency Group said: “We have an ambitious growth strategy for Definition, which is centred on identifying and leveraging complementary service lines that add significant value to our clients and our business. We were not only attracted by the fantastic pedigree of W&P, but the people within the business who share our passion for delivering services that are not only valued by our clients, but highly rewarding for our people. We now look forward to making our combined aspirations a reality.”

For our clients it is business as usual with W&P. 

*Ranking according to B2B Marketing’s agency survey 2020.