ZEAL takes controlling stake in creative studio Tommy

Independent brand activation agency ZEAL has acquired a 51 percent stake in social-first creative studio Tommy.

The deal brings together two independent agencies with complementary strengths, combining ZEAL’s activation, shopper and partnerships expertise with Tommy’s social and content-led creative capabilities.

The acquisition is positioned around changing brand behaviour, where attention is fragmented and buying journeys are often compressed into a single moment. By uniting the two teams, ZEAL aims to deliver work designed to connect cultural relevance with commercial impact, addressing both brand equity and sales effectiveness at the same time.

Responding to shifts in brand building

Tommy’s social and content specialists will integrate with ZEAL’s wider offer, expanding the agency’s ability to develop ideas that move from inspiration to purchase. The combined proposition brings together social-first creativity, experiential activation and partnerships under one structure.

Founded in London with studios in Los Angeles and Singapore, Tommy adds international reach and experience across social content, augmented reality, out of home and experiential work. The studio will retain its brand and creative independence while working alongside ZEAL’s London and Manchester teams to support clients across markets.

Strengthening culture and commerce

Together, ZEAL and Tommy will deliver end-to-end activation programmes designed to travel from culture to commerce. The combined offer is underpinned by Zeal EQ, ZEAL’s proprietary methodology focused on emotional impact and effectiveness across touchpoints.

The acquisition strengthens ZEAL’s position in fast-moving consumer goods while extending its footprint in technology, entertainment and culture. Tommy’s client experience across brands such as Amazon, TikTok and Netflix complements ZEAL’s existing relationships and activation-led heritage.

Growth strategy and sector focus

The move forms part of ZEAL’s long-term growth strategy and follows a period of expansion, including the launch of experiential arm ZEAL X and partnerships business ZEAL Collab in 2024. These developments have supported growth across ZEAL’s international client roster, which includes Nestlé, Arla, Suntory and Kraft Heinz.

The deal also reinforces ZEAL’s ambitions in the technology and entertainment sectors. Through ZEAL X and ZEAL Collab, the agency already works with brands including PlayStation, Sony, Spotify and Sky, with Tommy adding further scale through its social-first credentials and client base.

Agency perspectives

Stewart Hilton, co-founder of ZEAL: “We’re in the middle of the biggest disruption to brand building since TV advertising. The funnel has collapsed. Culture moves faster than campaigns. And people can discover, consider and buy in a single scroll. At ZEAL, our mission has always been to create energy that cuts through that noise and drives action, especially for the world’s biggest FMCG brands. Tommy shares that mission – they’re one of the best social and content studios out there, with incredible talent, exceptional craft and an instinct for what matters in culture. Together, we’ll deliver work that inspires action, wherever brands show up.”

Chris Edwards, chief executive officer of Tommy: “We’ve always believed in creativity that genuinely connects with people. With ZEAL, we can scale that belief – blending our social-first craft with ZEAL’s strengths in brand activation and partnerships to create bold, globally connected work that moves people and products. We’ve built our reputation with brands at the centre of culture like Amazon, TikTok and Netflix, and with ZEAL we’ll channel that same spirit into FMCG’s biggest names – delivering ideas with the independence, speed and audacity needed to thrive in today’s market.”

www.zealcreative.com

www.thisistommy.com

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