PA Media Group acquires the social media agency Hydrogen | Techy Kings


LONDON, November 1, 2022 /PRNewswire/ — PA Media Group has acquired Hydrogen, Scotland’s largest specialized social media agency.

Hydrogen ( is an award-winning agency that manages social media campaigns and communications for a range of brands and will complement the services offered by existing PA Media Group companies.

Hydrogen is based in Glasgow and has delivered significant year-on-year growth since it was established in 2016. It has worked with clients in publishing, utilities, retail and hospitality, including The Economist, Highland ParkSSE and Magners.

Its social media management, content creation, community management, paid advertising and research services are a strategic addition to PA Media Group, benefiting publisher and rights holder clients, as well as the brands served by PA Media Group’s wholly-owned digital marketing agency, Klibbig.

Hydrogen works with clients to grow and manage audiences on Facebook, Instagram, TikTok and LinkedIn, among other platforms.

Hydrogen will continue to operate under its current leadership as an independent agency within PA Media Group’s portfolio of media companies. These include PA Media, Alamy, Stream AMG, Sticky, PA Training and PA Racing & Betting.

Clive Marshallmanaging director of PA Media Group, said: “The acquisition of Hydrogen enables PA Media Group to respond to our clients’ increasing demand for social media services. Social media and social commerce are the fastest growing areas of digital marketing in the UK. Adding expertise and a proven track record in this area to our portfolio opens up opportunities to develop our social offering across the Group. We look forward to providing a networked home for Hydrogen to support the next phase of its growth.”

Mike Scottsaid founder and CEO of Hydrogen: “A growth mindset has always been at the heart of everything we do at Hydrogen. It has enabled us to quickly become the largest social media agency in Scotland and work with great brands from across the UK and beyond. It’s exciting to join the PA Media Group family, which will allow us to really accelerate growth opportunities for the Hydrogen brand while supporting the expansion of social media across the group.”

About PA Media Group

PA Media Group comprises a diverse portfolio of specialist media companies, spanning news and information, technology and communications services.

Its flagship brand, PA Media, is the UK and Ireland’s national news agency. Alongside PA Media, the group is also the parent company of Alamy, a company in image materials; Globelynx, a broadcast technology company; Sticky, a digital marketing agency; and StreamAMG, a video streaming company. PA Media Group also owns stakes in financial news provider Alliance News and automotive content company Baize Group.

PA Media Group has 20 shareholders, who are mainly UK news and media companies. The largest shareholders are DMGT plc, Informa plc, News UK plc and Reach plc.


About hydrogen

Hydrogen is Scotland’s largest specialist social media agency working with brands across sectors including publishing, utilities, grocery and hospitality.

Hydrogen’s award-winning services are all delivered by the in-house specialists; they include content creation, performance marketing, video production, social media insights and community management.

Hydrogen is based in Glasgow.

A full showreel can be viewed here –

About Sticky

Sticky (part of PA Media Group) is a full service, award winning, digital marketing agency serving a wide range of clients including M&S, Asics, giffgaff, Nestle, Best Western, Canon and Meta.

Sticky offers a wide range of services, including strategy, production and detailed performance analysis for all forms of digital marketing. Sticky employs more than 30 marketers and is based in the heart of London.

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SOURCE PA Media Group


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