Education media specialist Hybrid acquires Prompt Marketing to strengthen its offering to education institutions globally

By Peter Davison

20 June 2023

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Marcella Collins and Chris Cammann

Lloyds Development Capital-backed Hybrid, a leading education media and services provider, has announced the successful acquisition of Prompt Marketing, another prominent innovator in the education marketing sector.

This strategic move reinforces Bristol-based Hybrid’s commitment to deepening its expertise and expanding its reach in the education landscape.

The acquisition of Marlow-based Prompt Marketing represents a significant milestone in the growth strategies of both Hybrid and Prompt Marketing alike.

By bringing together the experience and resources of the two organisations, both companies are aligned on the key values that drive the creation of powerful campaigns, cutting through the noise of the education sector.

Prompt’s founder and managing director, Marcella Collins, said: “My ambition to be at the forefront of marketing innovation in our sector and take clients on a journey of discovery and growth is higher than ever, and it’s this ambition that has driven my decision for Prompt Marketing to become part of Hybrid.”

Joining Hybrid on its ambitious growth trajectory in the higher education sector, Marcella will join the senior leadership team in the critical role of director of strategy.

In the role, Marcella brings years of industry knowledge, having previously held positions at other market leading platforms including IDP Connect, Education.com and The Complete University Guide.

Marcella’s experience and innovative approach to Gen Z campaigns will be vital to Hybrid’s higher education clients around the globe.

By leveraging Hybrid’s established global presence across Bristol, Philadelphia, Sydney and Kuala Lumpur, the collaboration will provide increased access to key markets and a strengthened client portfolio.

Prompt also brings further expertise to the partnership with their innovative offering, Reeled – a new product that utilises powerful social media content by connecting to university websites.

Hybrid CEO Chris Cammann said: “The collaboration of Hybrid and Prompt is incredibly exciting for everyone involved. Together, we will be a formidable force in the sector and in partnership take great strides toward our common goals.

"Most importantly, adding Marcella to our existing strength in education knowledge and innovation takes us to the next level. I’m looking forward to sharing more detail on our plans in due course”.

Hybrid’s acquisition of Prompt Marketing is its first since the business secured a £13m investment from private equity partner LDC in June 2021.

Oliver Schofield, investment director at LDC, added: “Chris and the team at Hybrid have achieved strong global growth since the start of our partnership, expanding in the UK and APAC and opening their first US office last year.

"We’re excited to support their first acquisition to further accelerate growth. Marcella and everyone at Prompt Marketing are a perfect fit for Hybrid, and we are confident that the combined business is even better positioned to take advantage of opportunities in the fast-growing education market.”

By Peter Davison

Peter Davison is deputy editor of The Business Magazine. He has spent his life in journalism – doing work experience in newsrooms in and around Bristol while still at school, and landing his first job on a local newspaper aged 19. By 28 he was the youngest newspaper editor in the country.

An early advocate of online news, he spent the first years of the 2000s telling his bosses that the internet posed both the biggest opportunity and greatest threat to the newspaper industry and the art of journalism. He was right on both counts.

Since 2006 he has enjoyed a career as a freelance journalist. He lives in rural Wiltshire with one wife, two children, and three cats.