The marketing services holding group has bought Karen Earl Limited and Redmandarin in deals that could cost up to £10.2m combined.
KEL is a leading sponsorship firm, specialising in event management, sponsorship PR and media services. It was set up in 1984 and its current clients include Coca-Cola, Norwich Union and Gallaher.
Incepta has paid an initial consideration of £2.7m, comprising £1.8m cash and 1.9m new ordinary shares in Incepta valued at 1p each. It will pay a maximum of £6.3m for KEL, depending on future performance.
Redmandarin was set up in 1999 and works with clients which have included Barclays, Ericsson and Unilever. It also identifies sponsorship strategies and negotiates deals.
Incepta has paid £900,000 for the consultancy -- £500,000 in cash and debt repayment of £400,000. The maximum total consideration for the firm will be £3.9m.
David Wright, executive chairman of Incepta, said the move into sponsorship was because clients increasingly recognised its value in brand communication. "The acquisition of KEL and Redmandarin offers our clients high-level, impartial and independent advice on sponsorship strategy development and implementation," he said.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .