Matt Kucharski
Matt Kucharski

Boston-based SHIFT Communications has joined Padilla as one of its operating brands.

The agency officially becomes a Padilla unit effective January 1, 2022.

SHIFT, like Padilla, is part of Montreal-based holding company Avenir Global. Padilla was acquired by AG in 2018.

SHIFT now joins Padilla's roster of communications brands, which includes Chicago-based food and nutrition consulting shop FoodMinds, brand consultancy Joe Smith and research authorities SMS Research Advisors. The agency, in a statement, said the combine effectively brings Padilla's annual revenues to $55 million and accounts for approximately 240 employees across seven U.S. offices

SHIFT managing partner Rick Murray, who formerly led National PR's Toronto operations, retains his position at SHIFT and will also become an EVP at Padilla, overseeing that agency's Channels and Digital Strategy capabilities. There will be no change to SHIFT's branding and no changes to the agency's physical office locations.

"SHIFT joining the Padilla family brings great new opportunities for clients and for our teams," Padilla president Matt Kucharski told O'Dwyer's. "The firm has a tremendous track record of helping innovative technology, health care and consumer startups come build a name for themselves, and Padilla brings additional capabilities to help those clients as they grow. Our teams already collaborate as part of Avenir Global, and this takes that even further."

Minneapolis-based Padilla last year accounted for nearly $36 million in net fees, according to O'Dwyer's rankings of PR firms.