Mills & Reeve advises Space Doctors on Netherlands acquisition

Space Doctors is a certified B Corporation founded in 2001 by Dr Fiona McNae. The consultancy provides strategic cultural and semiotic insights for brands from its in-house teams based in Brighton, London and Singapore together with a global network of experts including semioticians, anthropologists, ethnographers and designers. Space Doctors uses social media and text analytics to track cultural impact for brands including Microsoft, P&G, PepsiCo and Viacom.

InSites said the deal will allow the two agencies to build a new strategic brand and business transformation offer incorporating the InSites Culture + Trends team.

Alex Kenworthy, principal associate in the Leeds Mills & Reeve corporate team, said: “It has been great to advise Fiona and the team on the acquisition. Space Doctors is an international expert in providing cultural insights for some of the world’s leading brands. The two companies have excellent synergies and Space Doctors will be a valuable addition to InSites Consulting as it moves to strengthen its global brand transformation capabilities.”

Dr McNae said: “Alex Kenworthy and his team have been extraordinary partners throughout the international sale of my business. I’m very grateful for the whole team’s expertise and commitment to doing a first-class job.

"Creating a new global strategic brand transformation consultancy with InSites Consulting is a hugely exciting opportunity. We will bring our unique blend of expertise in cultural and semiotic insight, brand consultancy and creative strategy to the InSites Consulting client teams and the global office infrastructure.

“We will continue to place social and environmental responsibility at the heart of our work together. We are delighted to be part of this new adventure to build sustainable, meaningful and impactful futures for brands.”