An Australian marketing services group has expanded its business into Europe by closing the acquisitions of three UK companies in the same month.

An Australian marketing services group has expanded its business into Europe by closing the acquisitions of three UK companies in the same month.

Photon Group, which specialises in integrated communications as well as Internet and field marketing, has added Frank PR, North by Northwest and Sledge to its operations.

These deals are the first move from the Sydney-based group into the European communications market.

Frank PR is a consumer public relations company that was sold by its founders, Graham Goodkind and Andrew Bloch for £8.1 million. The consideration was satisfied in cash and loan notes on completion with the agreement including a deferred sum to be paid depending on performance.

North By Northwest is the holding group of PR and communication agencies Hotwire and Skywrite, which serves clients in Eastern Europe, Asia-Pacific and Africa. The terms of the deal included £10 million paid on completion with further payments due if targets are achieved.

Marketing services company Sledge was bought for an initial £4 million. The company provides event management, planning and strategy development, sponsorship and employee communications services.

Photon’s chief executive, Matt Bailey, said these acquisitions provide the group with entry into the UK and Europe’s rapidly expanding specialised communications market.

“The strategy is to build a market position in the lower risk, high margin and well-managed businesses, focusing on the research, public relations and field marketing sectors,” he added.

Photon was advised on all three acquisitions by legal adviser Olswang and Australian firm Gilbert + Tobin.

Olswang’s team was led by partner David Roberts who said these acquisitions are exciting new ventures for the group. “Not only will these deals drive Photon into Europe’s communications market, it will also add to its portfolio of 30 independent specialist businesses.”

Goodkind and Bloch were advised on the disposal of Frank PR by Rosenblatt Solicitors, while North By Northwest’s shareholders were supported by Fladgate Fielder. Manches LLP acted for Sledge’s vendors.

Rosenblatt was headed by partner David Fairfield with Elizabeth Larkins and David Altberg from its corporate team and tax specialist Eile Gibson.

Fladgate’s team provided property and employment advice and was led by partner Anthony Vaughan who was supported by Mark Crichton.

Vaughan said Fladgate was introduced to the majority shareholder of Hotwire several years ago. “We were able to draw upon our in-depth experience and knowledge of the media sector to ensure that this transaction was structured to deliver the best possible value to our client.”

Mazars LLP provided tax advice to North By Northwest’s shareholders. Its team was led by specialist tax partner Richard Garrod, who was assisted by Paul Carson.

Garrod said: “We were pleased to be able to draw upon our transactional tax expertise and integrated European practice to advise UK and overseas shareholders in the business.”