Two long-time London marketing and communications firms have joined to create one, large company that just may alter the media landscape in the city.

RedRhino and Lashbrook Marketing and Public Relations have become one, creating a business with more than 30 employees, blending the marketing strength of RedRhino with the communication depth of Lashbrook, say its principals.

“It popped into my head one day, I’m going to give Laurie (Lashbrook) a call. I work by my gut,” said Wendy Smith, president RedRhino.

“I asked her how she felt about joining us and the timing was right for the both of us.”

Necessity was a driver of the move, as acquisition is one way of growing a business and RedRhino and Lashbrook did not compete in the same areas of media and communications, said Smith.

“It is so hard to put together a team. There is a lack of really good talent. This is a way to get senior, talented people on the team quickly that also come with revenue.”

RedRhino bought Lashbrook, but both are calling it a merger as Lashbrook is staying on in a strategic role, bringing her clients and staff to the Horton street office.

“Laurie and I have known each other a long time. Her focus is in health care, PR and social media. We are more digital and brand oriented,” said Smith.

“We do marketing, launch products, develop brands and are all about return on investment.”

RedRhino used to outsource communications work, but now Smith believes the merger gives RedRhino “big-agency capability.”

Lashbrook, now chief strategy officer at RedRhino, said the move makes RedRhino “unmatched in the city for its depth and breadth of talent,” she said.

“It was a great journey. When Wendy came to talk to me, she asked how I would feel about not having my name on the door. I am OK with that.

“I ran a great company and I have admired Wendy and the agency she created. It was important to me it is a business owned by another woman.”

Lashbrook, who ran her own business for 28 years, did not think about retirement, or stepping away.

“I can’t imagine not doing what I am doing,” said Lashbrook.

“A big part of it was the opportunity to be part of a large team and able to offer more services. I wanted to spend more time working with clients versus running the company.”

Along with expanding its communications and public relations message, RedRhino also has diversified into web design and is creating its own mobile apps, said Smith.

“We make a lot of business apps. We have one allowing surgeons to communicate in real time and use video and imagery,” she said.

She also has created one for the labour union movement called Younion, which allows union officials the ability to communicate to members directly. That has been in the market 18 months.

“We are developing our own products for customers. Its potential is huge. It’s a product so totally different from marketing and no one’s doing it,” she said.