ACTION Communications Group has become an Employee Ownership Trust.
Employee Ownership Trusts are set up for the benefit of the employees to ensure they have a significant and meaningful interest in the future success of the company. The employees have a say in how the company is run and a share of the rewards.
Action Group – formerly Action PR – was set up by Cheryl Hersey and Dawn Tuckwell in 2010. The duo led the company for more than a decade, appointing managing director Daniel Pearson in November 2022 as a first step towards reducing operational involvement.
Cheryl said: “Creating an EOT felt like the perfect way to reward our long-standing, hard-working team.
“We’ve always endeavoured to be a progressive business, and although creating an EOT is a huge undertaking, we wanted to do the right thing to future proof the company and the careers of those who work in it.
“Now our clients will know they have the most engaged and motivated team in the business. There’s also considerable benefit for anyone new joining the team too.”
Action Group appointed business advisors Avondale to help with the creation of the new EOT, which saw control of the business pass to the newly created company, Action Group Employee Ownership Trust.
As part of the deal, Daniel has been formally appointed as a director of Action Communications Group and Cheryl will continue to support him on the board as a director. Dawn has joined the Trust board to ensure the company continues to operate to the same high standards.
Action Group is a specialist integrated agency that has worked with a number of notable health and wellness brands including Les Mills, David Lloyd, and Everyone Active among others.
Becoming an EOT is a key part of Action Group’s plans to help grow its business, engaging its team of sector specialists and helping to attract the best talent in the industry to continue delivering for clients.