Abel & Baker

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Abel & Baker
IndustryDigital marketing
  • Speedway Digital Army
  • Out There Communication
  • Nation
Founded1999 (1999)
Stockholm, Sweden
Area served
Number of employees

Abel & Baker was a digital marketing agency that has since become a part of the group DigitasLBi, a part of the Publicis Groupe.


Abel & Baker was formed in 1999 from a merger of the three digital agencies Speedway Digital Army, Out There Communication and Nation.[1] The agency had offices in Stockholm, Malmö, Copenhagen, Helsinki, London[2][3] and Paris. The agency closed down in 2002 following the IT crash, and the London operations were acquired by Wheel: Group.[4] The Abel & Baker brand was used until 2003, when Wheel: redesigned its group structure.[5] Wheel: was acquired by LBi in 2006,[6] and LBi and Digitas were subsequently both acquired by Publicis Groupe and were merged to form DigitasLBi in 2013.[7]


  1. ^ Wisten, Eva (23 August 1999). "New web agency Abel & Baker wants to fill a gap in the industry". Dagens Media.
  2. ^ Fletcher, Richard (11 February 2001). "Abel & Baker London office". The Daily Telegraph.
  3. ^ "Abel & Baker opens UK office with Neser taking MD position". Campaign. 9 February 2001.
  4. ^ White, Jeremy (21 June 2002). "Wheel Group grabs Abel & Baker UK to expand digital offer". Campaign.
  5. ^ "Wheel drops Abel & Baker brand in group redesign". Econsultancy. 6 May 2004. Archived from the original on 1 December 2017. Retrieved 7 May 2017.
  6. ^ Bussey, Noel (June 12, 2008). "Digitas president defects to LBi". Campaign.
  7. ^ Parekh, Rupal (February 5, 2013). "Digitas and LBi merge to form global digital network". Ad Age.