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Publishers set to benefit as PA buys social media firm

Clive MarshallPA has purchased a social media agency in a bid to respond to its clients’ “increasing demand” for such services.

The national news agency for the UK and Ireland has announced the acquisition of Glasgow-based Hydrogen, the largest specialist agency of its kind in Scotland.

Hydrogen offers a range of services including social media management, content creation, community management, paid advertising and research.

PA Media Group says the move will bring benefits for publisher and rightsholder clients.

PA chief executive Clive Marshall, pictured, said: “The acquisition of Hydrogen allows PA Media Group to respond to our clients’ increasing demand for social media services.

“Social media and social commerce are the fastest growing areas of digital marketing in the UK.

“Adding expertise and a proven track record in this area to our portfolio opens up opportunities to develop our social offering right across the group.

“We look forward to providing a networked home for Hydrogen to support the next phase of its growth.”

Hydrogen will continue to operate under its current leadership as a standalone agency within PA’s portfolio of media businesses.

These include PA Media, Alamy, Stream AMG, Sticky, PA Training and PA Racing & Betting.

Mike Scott, founder and chief executie of Hydrogen, said: “A growth mindset has always been at the heart of everything we do at Hydrogen.

“It’s allowed us to quickly become the largest social media agency in Scotland and work with amazing brands from across the UK and beyond.

“It’s exciting to join the PA Media Group family, which will allow us to really accelerate growth opportunities for the Hydrogen brand while supporting the expansion of social media across the wider group.”