Serotonin Expands Digital Marketing Capabilities with Acquisition of Unparalleled

Serotonin has acquired Unparalleled, a digital agency known for its e-commerce and performance marketing expertise, marking the start of its buy-and-build strategy. The acquisition creates a marketing powerhouse in the North West, with an annual EBITDA exceeding £1 million. This move sets the stage for rapid growth and strategic acquisitions in the digital marketing industry.

In a move set to reshape the North West’s digital marketing landscape, Serotonin has officially acquired Unparalleled, a highly regarded digital agency specialising in e-commerce and performance marketing. 

This acquisition is a key milestone in Serotonin’s strategic vision to build a larger, more agile agency group. With the integration of Unparalleled, Serotonin now has a combined team of 32 experts, with plans to expand to 40 by the end of 2025. Together, the two agencies aim to generate over £1 million in EBITDA annually, signalling their ambitious growth trajectory.

This acquisition brings enhanced capabilities in performance media, advanced data strategies, and paid media, particularly in Google and Meta platforms. Unparalleled’s proven track record with high-growth brands such as The Private Clinic and Ebrands adds significant value to Serotonin’s existing services. 

Expansion into a high-performance agency group

Serotonin’s acquisition of Unparalleled marks the beginning of a broader buy-and-build strategy to consolidate top-tier digital marketing services. The acquisition aims to unite expert teams and foster innovation, with a focus on scaling and enhancing services for e-commerce clients. 

As a leading player in the industry, Serotonin partners with major brands such as ASSOS of Switzerland, New & Lingwood, and national property developers like Legal & General and Grainger plc.

The acquisition of Unparalleled will enable Serotonin to offer a more comprehensive service portfolio, providing businesses with advanced tools and strategies to drive e-commerce growth. 

“This is a deliberate step forward in building a high-performance agency group, one that brings together specialist talent under a shared vision for performance, creativity and results,” says Dom Carter, CEO of Serotonin. 

He continues, “The acquisition of Unparalleled further strengthens our position in a fragmented market, forecasts our EBITDA for 2025 at over £1mln, and expands our capabilities where it counts. Serotonin was already a serious player, now we’re moving faster, going bigger, and focussed on scaling through smart, strategic moves.”

Unparalleled’s expertise drives performance media growth

Luke Bielby, the former CEO of Unparalleled and now the Chief Commercial Officer at Serotonin, describes the strategic merger as an exciting opportunity to scale Unparalleled’s unique approach to performance marketing.

“The core principle behind Unparalleled was to provide high-growth brands with a strategic advantage through more intelligent and profitable marketing. Integrating with Serotonin allows us to apply this vision on a grander scale,” Bielby says. 

“This acquisition marks the creation of a new agency model—one built for agility, strategic acquisitions, and optimised for rapid growth.”

Unparalleled’s proficiency in media buying, particularly on Google and Meta platforms, complements Serotonin’s existing strengths. The combined expertise enables the agency to harness advanced technologies and data strategies, further strengthening Serotonin’s media and digital capabilities.

Strategic acquisition to fuel future growth

Serotonin is now looking ahead to further accelerate its growth with plans to raise its first institutional funding round in Q1 2025. This move will provide the capital required to execute a series of strategic acquisitions, which will continue to expand Serotonin’s reach and offerings.

 The acquisition of Unparalleled is a clear indicator of the agency’s ambition to consolidate top talent and deliver the best-in-class digital marketing services at scale.

Legal expertise behind the deal

The acquisition was supported by Pannone Corporate LLP, one of the leading corporate law firms, whose strategic legal guidance played a pivotal role in successfully completing the transaction. 

With their expertise, the acquisition process was seamless, ensuring both parties could move forward with confidence in their combined vision for the future.

About Serotonin

Founded in 2019 by Dom Carter and Clair Heaviside, Serotonin is a full-service agency committed to helping global businesses grow faster through innovative paid media, data strategy, and creative excellence.

 From their Manchester headquarters, Serotonin partners with high-profile clients such as ASSOS of Switzerland, British Cycling, Blacklock, New & Lingwood, Belier, and SUDU. Serotonin has been recognised in The Prolific North Top 50 Digital Agencies for 2025, and co-founder Clair Heaviside has received multiple accolades, including Businesswoman of the Year 2023.

Serotonin’s expansion continues to accelerate with this latest acquisition, positioning the agency as a force to be reckoned with in the world of digital marketing.