Rethink acquires new brand

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Case Study

Rethink acquires new brand

Rethink is pleased to announce the acquisition of fast growth digital recruitment startup, Digital 51.

Digital 51 was founded by Simon Brown in March 2021, and we have followed their progress keenly during this time. Simon was previously the Commercial Director of our existing digital recruitment agency, Digital Gurus, which is why we are excited to confirm that as part of this acquisition, Simon will return to the Rethink and take on the role of Group Director of Growth.

In 2022 the leadership team of Rethink, headed up by our CEO Mark Lee, completed a Management Buyout of the business. This buyout was the launching point for our ambition to double the size of the organisation in the next three years. Like any organisation looking to double in size, in particular one such as Rethink which enjoyed a record year in 2022, we know achieving this goal will be a challenge. Our strategy for achieving this growth is twofold and clear:

1. We will continue to enhance, develop, and invest in our existing people and businesses to grow organically.

2. We will acquire strategically placed organisations, which add to the value proposition of Rethink.

This second point was the driving force in our acquisition of Digital 51. Simon and the team have built a fantastic business, which complements our existing client base across the Creative and Technology sectors. Digital 51 also has a strong focus on their partnership and product-based delivery solutions. This is where we see the real value and growth potential for Digital 51 and Rethink. Digital 51 will be a natural addition and enhancement to our project-based delivery team which sits between the contingent offering of Digital Gurus, and fully outsourced solutions of Rethink Talent.

The world of recruitment, talent and people is changing at an unbelievable rate, Digital 51 have embraced this change and are passionate about pushing the boundaries of what is possible. Incorporating this passion into the increased resource, technology, market leading offering, and capability that exists within Rethink we believe will deliver fantastic results.

On announcing the acquisition of Digital 51 to the Rethink business, CEO Mark Lee said:

‘I am delighted to inform you that today Rethink and Digital 51, the company owned by Simon Brown, reached an agreement for the purchase of Digital 51. Simon established Digital 51 in March 2021 targeting the Product, Creative, and Technology sectors. Digital 51’s success has been driven by a community focus, content first marketing to drive engagement, and relentless business development. Having delivered over £1,100,000 in Net Fee Income in their first 18 months, the potential of integrating these assets and supercharging them through the Rethink business is a very exciting proposition.’

On announcing that Digital 51 had been acquired by Rethink, Simon Brown, Founder of Digital 51 said:

‘The thought of Digital 51 being acquired by an organisation such as Rethink is a real pinch yourself moment for me. I always believed Digital 51 would be attractive to other businesses, but Rethink, to be one of those was an amazing moment for me personally. I am so proud of what Digital 51 has achieved in the past 2 years, but scaling our offering has been difficult. This acquisition will allow me to super-charge the offering to our clients, candidates, and community, whilst also offering a genuine enhancement to the Rethink. Digital 51 now sits alongside market leading brands such as Rethink Talent, Digital Gurus and Infinite Talent, that is something I could not be more proud of.’

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