Lynn and Razor announce IMPACT, joining forces to form global strategic alliance

Two of the world’s most awarded and recognised communication agencies announce a strategic alliance to leverage the best of behavioural science with world-class strategy and creativity for clients.

Lynn Group and South Africa’s Razor PR have formed a global strategic alliance, IMPACTLR, to provide enhanced communication solutions for clients of both agencies.

The alliance allows each agency to provide complimentary offerings to the other’s clients while also developing a future-forward approach for those organisations who seek forward thinking and innovative communication programmes that marry Lynn’s investments into behavioural science and combating misinformation with Razor’s increased investments in strategy and creativity.

“IMPACTLR, allows both Lynn and Razor to leverage a much expanded service offering, an increased global and regional footprint, and a combined capability that drives just that … impact. Clients get a truly modern solution that enhances the impact of the programmes we manage for them,” said Dustin Chick, Partner & Managing Director of Razor.

Razor will become the first communications agency in South Africa to offer a behavioural science offering, as well as access to a dedicated misinformation management unit. Lynn will now offer enhanced reputation and creative capabilities leveraging  this alliance to amplify work for clients.  

“As our clients continue to face complex, global challenges, we see a very real demand on us as agency partners to provide more innovative, and often preemptive, communication solutions that help our clients navigate this complexity. From integrating a true understanding of human behaviour into strategy development and creative communications planning and delivery, to helping organisations fight back against rising threats from mis and disinformation, clients’ needs today are more sophisticated than ever before. This alliance creates a unique global solution to these challenges and once again positions both agencies at the forefront of strategic communication and reputation together,” said Lynn CEO & Founder Shayoni Lynn.

“At the heart of this alliance is an alignment on values, purpose and shared belief that through ethical and impactful communications, we can create sustained positive impact in the world, being better and doing better.” she added.

“It is the ability to answer the modern brief that makes this partnership so exciting. Increasingly we see a demand for solutions that require not the usual proven expertise. No longer is it about the holding statements and press releases; rather it’s about offering a communications interventions that works in our “post-truth” world, where managing mis-, dis- and mal-information creatively, critically, and comprehensively helps brands connect with their stakeholders and achieve measurable outcomes,” said Chick.

About Lynn:

Lynn Group (Lynn) is a multi-award-winning global communications consultancy powered by behavioural science, working towards a mission to improve and save lives. Based in the UK, but operating on a global platform, Lynn offers category-leading services in behavioural science communications via its dedicated The BS (behavioural science) Unit, and anti-mis/disinformation strategy via Lynn’s The Misinformation Cell – formed in 2021 as the UK’s first dedicated such service for PR and communications. Lynn operates across 3 practice areas: Lynn Health, Lynn Planet, and Lynn Change. In 2022, Lynn was recognised as the world’s fastest growing communications business by PRovoke Media, and has won several UK and global awards including several agency of the year awards such as SABRE Digital Consultancy EMEA 2022, as well as multiple SABRE Innovation Awards 2023.

About Razor:  

Razor is the strategic communications, reputation, and public relations agency of the M&C Saatchi Group South Africa. Razor PR was named the World’s Best New Agency by global industry magazine Provoke, beating out agencies in established global hubs such as New York and London. This is the first time ever that a South African PR agency has been recognised on such a global footing. In its 2022 annual global rankings Provoke named Razor one of the five fastest growing agencies globally, and the overall best performing agency across Asia Pacific, the Middle East and Africa. Financial Mail named it PR agency of the year in 2021 and again in 2022. It was also named African Agency of the Year at the EMEA SABRE Awards 2022 and was awarded with grands prix for best overall campaign in Africa as well as the best overall reputation management work across EMEA for the last three years running. Globally, Razor is the most awarded agency in Africa and from Africa, having been listed as the fifth most creative PR agency in the world. Provoke has ranked Razor one of the top 5 fastest growing agencies in Africa, Mid-East and Asia Pacific (including India) for the last two years.

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