Pictured above: (l-r) Mark Roberts of Interactive Marketing with Kerst Ward of Ward Lovett are all set for the merger

One of the Midlands' largest independent marketing agencies has been created by the merger of two leading businesses.

The deal between Ward Lovett, an IPA recognised advertising and PR agency and Interactive Marketing, a digitally focused agency, has formed a company offering a powerful communication proposition.

Interactive Marketing director Mark Roberts said bringing the two businesses together created an agency which would deliver a complete communications solution for existing and prospective clients.

"Both Ward Lovett and Interactive Marketing have very clear strengths in different skills sets which we believe will complement each other in the merged agency," he said.

"The synergies were apparent from the beginning of negotiations and I am delighted that we have had the opportunity to bring the companies together to form a business which we think will offer a unique proposition in the Midlands marketing industry."

The merger will extend and expand the agencies' creative design and interactive capacities as well as growing the PR, advertising, SEO and social marketing provision.

"Technology and the internet have prompted a massive refocus in the way marketing has developed in the last ten years," said Kerst Ward, director of Ward Lovett.

"It's not enough to be a specialist in a few disciplines, clients are demanding a communications service which draws on a complete 'tool kit' to deliver an integrated solution.

"With the changes that the merger will bring I am confident that we will be able to seamlessly combine all aspects of the marketing mix under one roof."

The companies which have a combined workforce of 29,  will continue to trade under their individual brands for the near future based at offices in Cannock minutes from the M6 Toll.

Nick Lovett, former shareholder and director of Ward Lovett is helping to ensure a smooth continuation of service, but is taking the opportunity to explore other career interests and has now left the business.

Ward Lovett was established almost 16 years ago by director Kerst Ward and has a wide portfolio of clients including Cousins Furniture, Robins and Day, Citroën Retail Group and the Greyhound Racing Association (www.wardlovett.com).

Interactive Marketing has been trading for eleven years and has clients including Masterlease, Yale Locks, Patisserie Valerie and Accord Housing (www.interactive.uk.com).