Tyto acquires CubanEight – strengthens integrated PR and marketing capability


November 18, 2022 / in Content, News, PR industry / by Tyto PR

We have acquired award-winning PR and integrated communications agency CubanEight. CubanEight’s founder Sian Gaskell will guide the strategic development of Tyto’s integrated communications capability as Senior Partner, Head of Integrated. CubanEight’s team and portfolio of fast-growing technology clients will immediately benefit from Tyto’s scale and European footprint. The acquisition of CubanEight grows Tyto’s team to 60 people across the UK, France, Germany, Spain, Italy and the Netherlands.

Tyto’s vision PRWithoutBorders™ is focused on helping clients to Reach Further both geographically and through the broadest array of paid, earned, shared and owned (PESO) communications channels. CubanEight’s team will strengthen Tyto’s existing Digital Marketing Hub and enhance the agency’s ability to roll out integrated communications campaigns across Europe. Sian Gaskell and Tyto’s founder Brendon Craigie previously worked together on the management team of former agency Hotwire during the agency’s original European expansion period.

Tyto has already invested in the creation of a Digital Marketing Hub staffed by specialists in data, insights, design and social to complement Tyto’s PR, content, influencer, and media specialists. The acquisition of CubanEight strengthens this further with experience in social and paid media campaigns, SEO, demand generation programmes and video content. The creation of Sian Gaskell’s new role as Head of Integrated will provide clients with additional strategic leadership on how to build out the most impactful campaigns that will reach and engage with target audiences. The majority of CubanEight’s clients operate internationally across Europe, providing immediate opportunities for synergies and growth together.

Sian Gaskell, Senior Partner and Head of Integrated said: “I am extremely proud of all that we have achieved as CubanEight over the past 13 years and being able to bring the CubanEight team and clients into Tyto is an exciting next chapter. Tyto has been on an amazing trajectory since day one and I am looking forward to the opportunity of working with Brendon again.”

Tyto has followed a steady growth path since its inception five years ago, having grown revenues by over 50 percent every year and currently trending at over £5m in annual revenues. This successful trajectory is based on industry leading client service and employee engagement, with 100 percent client retention in 2021, and 100 percent employee retention in the past 12 months, and 83 percent cumulative employee retention among all staff hired by Tyto in its first five years.