The deal completed on Friday 30 January. GEL Studios was advised by Rishi Ladwa of Ladwa Law, with support from Michael Blaken of Optimum Professional Services and Kelly Tucker of HR Star.
The acquisition forms part of GEL Studios’ five-year growth strategy. It brings more than two decades of paid media and search engine optimisation expertise into the agency’s in-house team.
The combined business now comprises 17 specialists. Together, they offer more than 30 years of collective industry experience.
GEL Studios operates from its studio in Swindon, working with small and medium-sized businesses on branding, web development, graphic design and marketing strategy. The addition of Infinity Nation’s technical search and paid media services creates a fully integrated creative and performance model under one roof.
The move follows GEL Studios becoming an employee-owned business earlier this year, with 30% of the company allocated to its team. Infinity Nation staff will now be part of that ownership structure.
Graeme Leighfield, Founder of GEL Studios, said:
“Creating work that is sustainable, meaningful, and purpose-led has always been at the heart of GEL Studios. Bringing Infinity Nation into the agency marks an exciting new chapter, one that strengthens our vision and accelerates our ability to deliver lasting results. Their strengths align seamlessly with ours, and their expertise expands our capabilities ensuring our clients are supported not just today, but well into the future.
“I’ve always believed that the more we grow, the greater the impact we can make. Now one of Wiltshire’s biggest creative agencies, as GEL Studios continues its growth journey over the next five years, you’ll see even more pro bono projects and charitable initiatives from our team, because to us, growth only truly matters when it creates positive change for those around us.”
Stacey Wilson, Chief Operating Officer at Infinity Nation, added:
“Infinity Nation has always been built on deep technical expertise, strategic thinking, and a relentless focus on performance. Our team brings decades of experience across Search Engine Optimisation, Paid Media, Conversion Rate Optimisation and digital growth strategy, and we’re incredibly proud of the impact we’ve delivered for our clients over the years.
“Joining GEL Studios allows us to elevate that impact even further. Our clients now have access to a fully integrated creative and performance offering under one roof, from branding and web development through to insight-led acquisition and optimisation.
“Most importantly, this move strengthens our ability to deliver meaningful, measurable results long-term. By combining creative excellence with performance expertise, we are setting our clients up for sustained success in an increasingly competitive digital landscape.”
The acquisition further strengthens Swindon’s growing reputation as a hub for creative and digital businesses serving regional and national clients.
