UK factual and branded content specialist Nowadays acquired by Auspicious Group

Nowadays team, L-R: Mark Killick, Rachel Pendered, Guy Saville, Thom Wood, Barnaby Cook

UK-based Auspicious Group has completed its fourth acquisition in less than a year by taking over London-headquartered prodco Nowadays.

Auspicious executives say that the deal will help build the group’s global creative services portfolio, with offices now established in London, Manchester, New York and Portland, Oregon,

Led by MD Thom Wood and creative director Guy Saville, Nowadays makes documentaries, commercials and branded content.

The outfit’s content includes factual titles such as transgender-themed Waiting List, crop circle feature doc Chasing Circles and male mental health short Sunnyside, filmed during the Covid pandemic.

Clients for Nowadays’ branded content include hair styling brand BaByliss, Red Bull and HSBC.

Based in London, Auspicious Group is a global creative services agency led by co-CEOs Rachel Pendered, co-founder of Media Zoo Group, Barnaby Cook, co-founder of Casual Films, and chair Mark Killick, former Media Zoo creative director.

Last October, the group acquired Blue Chalk Media, a New York production company known for its non-fiction storytelling that was founded by former Discovery Channel and TLC exec Greg Moyer in 2013.

It has also snapped up UK-based video production outfit Studio Yes and digital-focused DBLX, while launching Auspicious Global, a specialist agency focused on communications, digital learning and crisis management.

Thom Wood said: “We’ve been looking for the right partner for a while, and Auspicious is exactly that. They can open doors we can’t reach, letting us build on the work and deepen the reputation we’ve already earned.

“Our mantra is simple: emotionally intelligent film-making isn’t just possible, it’s powerful and Auspicious totally get that.

“They’re ambitious, future-focussed and led by people we trust. This is where the spirit of Nowadays meets scale and ambition, and we can’t wait to get cracking.”

Rachel Pendered said: “We are thrilled to bring Nowadays into the Auspicious Group. We are focused on ensuring that we have a first class offer that helps our clients succeed in ever disrupted world.

“Thom, Guy and their team and have the talent and client base to deliver this from finance to pharma.”