Leading Manchester digital marketing agencies Paradigm Media and Social Nucleus have merged to create Social Paradigm Group, a major UK e-commerce and paid social media specialist
Two prominent e-commerce performance agencies are joining forces in a significant development for the sector.
The newly-established Social Paradigm Group is a Manchester-headquartered organisation bringing together paid social, creative, email and proprietary software all under one roof. The new structure has been created through the merger of Paradigm Media and Social Nucleus.
Established by Charlie Williams, Paradigm is a Manchester-based paid social agency focused on health, wellness and lifestyle brands. It oversees substantial monthly advertising expenditure across Meta for numerous rapidly expanding e-commerce clients and has built its reputation through a performance-led approach and creative excellence. With 20 employees and over 30 clients, Paradigm has experienced rapid growth.
Social Nucleus was established by Will Tickle and is likewise based in the city. The marketing agency functions as a Reality-Based Operating System for e-commerce brands and concentrates on fashion and apparel. Annually, it oversees more than £30 million in advertising expenditure.
The two firms are now uniting under a new group holding company, Social Paradigm Group. It represents a 50/50 partnership between Charlie and Will.
Both trading brands will remain operational independently within the group structure. The founders indicate the merger is intended to deliver the most comprehensive e-commerce growth proposition in the UK marketplace. They believe they have identified a gap in the market.
Until now, no agency group in the UK has brought together proprietary technology, economics-led strategy, high-volume creative production, and deep vertical expertise under a single roof. They argue that brands stand to gain considerably from the new infrastructure and suite of tools on offer.
Will said: “Most brands outgrow their agency before they outgrow their market. The agency can’t keep up with the creative volume, the diagnostic depth, or the commercial thinking required at the next spend tier. That’s the problem this group solves – purpose-built technology, economics-led strategy, and the operational firepower to match a brand’s ambition, not hold it back.”
Charlie added: “If you’re a DTC brand scaling on paid media in the UK, you’ve been choosing between agencies that talk a good game and agencies that actually build the tools and systems to back it up. This group gives you both – vertical expertise across the categories that matter, proprietary technology embedded in every engagement, and an operating model built from unit economics up. We didn’t merge to get bigger. We merged to offer something that doesn’t exist yet.”
You can visit Paradigm Media to find out more.






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