H2O acquires MILK in cash deal
Dubai, July 13, 2010
H2O New Media, leaders in social media in the Middle East, has acquired digital public relations firm MILK from Olive Communications in a cash deal.
MILK is a specialist social media PR firm that focuses on driving consumers to corporate websites, publications and online stores and managing content distribution for corporate clients on hundreds of social media websites.
“Our core business is the provision of niche vertical social media communities for the Middle Eastern Market, those publications require content, acquiring a company that already manages a large number of clients content distribution requirements in the social space simply made sense” said Steve Vaile, chief executive officer, H2O New Media.
Together, H2O New Media and MILK plan to work to expand MILK’s digital PR offerings into H2O’s client base and deliver additional value to advertisers on H2O’s community platforms, a statement said.
With this acquisition, MILK becomes a wholly owned subsidiary of H2O New Media and will be known as H2O MILK.
It will join H2O’s advertiser and publisher solutions group, the group responsible for H2O New Media’s digital advertising platform, online television offerings and publishing solutions.
Major Steadman of MILK said: “H2O New Media has a strong footprint in the Middle East’s social media sector and within the leisure sector which includes the hospitality, sports, events and entertainment industry verticals.”
“H2O provides us with direct access to that customer base and allows us to expand our business rapidly. H2O New Media are also a recognised company in the Social Media sector and have a vast amount of social media experience that we can leverage in our business,” he added.
When asked how MILK differs from a traditional public relations company, Steadman explained, “We work with traditional PR companies to help them distribute their information effectively on social channels, we also work with corporate companies to increase the amount of end user traffic to their digital platforms, which equates to more perspective customers.
“We don’t do press releases and our communications are generally direct with the consumer and not with journalists,” he added.
Social media is increasingly being used by corporate companies marketing departments as an incredibly effective mass communications tool, with the vast number of platforms and communications channels available digital PR companies are in high demand in the Middle East. – TradeArabia News Service