MEDIA group UTV is to merge its two marketing agencies, the company announced yesterday.
The group is to combine its Tibus Digital and Simply Zesty agencies into one firm under the Simply Zesty name.
UTV claims the new company will be one of the biggest digital-marketing firms in the country, with offices in Dublin, Belfast and London.
UTV, which owns a host of radio stations including FM104 and Q102, as well as the ITV broadcasting licence for the North, bought Simply Zesty last year for a little under €2m. It has owned Tibus Digital since 2008.
Under the plan, the digital infrastructure division of Tibus will continue to trade under the Tibus brand.
Tibus is said to provide a "full range" of hosting services for websites and databases, including public and private cloud hosting, content delivery and streaming services, and "high-end connectivity solutions" for businesses across the UK and Ireland.
UTV Group commercial director Nigel Robbins said the move was a natural progression for both businesses.
"Simply Zesty and Tibus have been working closely together in the last year to assist an increasing number of clients whose marketing strategies require a strong digital presence.
"This merger creates what we believe will be the largest digital agency on the island of Ireland and one with an accomplished track record and an impressive portfolio of first-class clients."
"With the combined strengths of both of our digital agency businesses, we can now offer leading brands an unrivalled creative digital marketing and technology service across Europe and beyond," he added.
Simply Zesty boss Ken FitzPatrick was delighted with the deal.
"Clients are looking for a single digital agency approach that can provide both creative and technical excellence.
"We can now provide the full range of digital services under one virtual roof with a dedicated and highly experienced team of more than 50 digital professionals under the Simply Zesty brand," he added.