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Poppins acquires social agency The Tree 

Poppins, a London-headquartered agency operating at the intersection of technology and creativity, has acquired the multi-award-winning, social-first agency The Tree. The move is Poppins’ second acquisition of the year and will see its headcount double in size as the agency continues to expand its offering for clients. Brands who have worked with The Tree include Anglo American, easyJet, Beam Suntory, Vertical Aerospace, Just Eat and Boost Energy Drinks among many others.

This deal means Poppins will now have an extensive and dedicated team of social specialists working alongside its existing digital, creative and strategy experts. Key appointments include The Tree founder, Daniel Andrews, and Managing Director, Edward Fraser, as Senior Vice President and Vice President of Social & Activation respectively. Unlike most agencies that specialise in only one segment of the overall brand experience, Poppins can now offer a truly end-to-end service for brands, leveraging sophisticated data sets to better understand communities and help brands lead from the front. 

As part of the deal, Poppins has also acquired The Tree’s underlying technology ‘The Root’. This Social Commerce and Content Cloud sits at the intersection of people and platform, providing branded content delivery, secure ecommerce solutions and valuable insights for brands looking to deliver richer interactions with the customer communities.

The Tree is listed as one of the Top Elite Agencies by The Drum and is one of the most awarded social-first agencies in Europe, further bolstering Poppins’ reputation as an industry leader. The Tree has been on a fast growth journey in recent years, landing clients in the US, aligning with Poppins’ own ambitions, having recently opened a New York office.

Maani Safa, founder and CEO of Poppins, said: “We are thrilled to welcome the multi-award-winning team from The Tree, into The House of Poppins. This marks a significant milestone in our growth journey as we continue to reach exciting new heights. The addition of The Tree’s exceptional team, led by Dan and Ed, not only doubles our headcount but also brings dedicated social expertise into our offering, making us a standout player in this industry. As such, we’re excited about the unparalleled quality and depth of work we’ll be delivering for our global client base.”

Daniel Andrews, founder of The Tree, commented: “We’re incredibly excited to join The House of Poppins, not only because it validates the hard work and dedication of our team over the last decade, but it will also allow us to offer clients a truly end-to-end offer ignited by socially led marketing. A lot of what we do as a social-first team is to listen to the community and bring these messages up into the brand experience, creating a unique opportunity for us to connect the dots between the digital and the real world. Poppins provides a level of sophistication, service and visual identity for clients which perfectly align with The Tree and has a significant footprint in markets we’re looking to grow into. The connected offer I believe is truly unique and I’m confident this partnership will drive success on a global scale.”

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