Fashion public relations giant The Independents is adding another agency to its portfolio with the acquisition of London-based Kennedy.

Kennedy specialises in strategic consulting for brands on projects with a cultural and entertainment bent, usually events. It’s worked with a number of major fashion labels, including Miu Miu, Valentino, Marni and Prada on pop-ups like Prada Mode, which the brand describes as a “travelling social club” that featured an art installation, food and more. The agency, which was founded by Jan Kennedy in 2000, is based in London, but has offices in North America, Europe, the Middle East and Asia.

“The acquisition of Kennedy will bring a decisive breakthrough for the group as brands increasingly think both locally and globally,” said Isabelle Chouvet, CEO of The Independents, which is parent to agencies including Karla Otto, Bureau Betak and influencer marketing firm Lefty. “We are convinced this will bring strong opportunities for everyone at The Independents, as already demonstrated by key collaborations with other agencies of the group, such as K2 in Asia.”

This is just the latest acquisition for The Independents, which has been on something of a buying spree over the past year or so as it puts its $580 million investment ($400 million was announced in June of last year, with an additional $180 million raised in December) to use, particularly in building up its muscle in experiential marketing. Most recently, it acquired Paris-based set design firm Atelier Athem, while it acquired Bureau Betak, the global events production agency, in September 2021; Prodject, the New York-based agency behind the Met Gala in March 2023 and production agencies Atelier Lum and INCA Productions in December 2023. Kennedy is the 13th firm under The Independents’ ownership.

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Editor's note: This article has been updated. Kennedy is The Independents' 13th agency in its portfolio, and the company raised an additional $180 million in December 2023.