Lynn and Razor Announce IMPACTLR, Joining Forces to Form Global Strategic Alliance

UK based Lynn Group and South Africa’s Razor PR have formed a global strategic alliance, IMPACTLR, to provide enhanced communication solutions for clients of both agencies. 

The alliance allows each agency to provide complimentary offerings to the other’s clients while also developing a future-forward approach for those organisations who seek forward thinking and innovative communication programmes that marry Lynn’s investments into behavioural science and combating misinformation with Razor’s increased investments in strategy and creativity. 

“IMPACTLR, allows both Lynn and Razor to leverage a much expanded service offering, an increased global and regional footprint, and a combined capability that drives just that… impact. Clients get a truly modern solution that enhances the impact of the programmes we manage for them,” said Dustin Chick, partner & managing director of Razor. 

Razor will become the first communications agency in South Africa to offer a behavioural science offering, as well as access to a dedicated misinformation management unit. Lynn will now offer enhanced reputation and creative capabilities leveraging this alliance to amplify work for clients.  

“As our clients continue to face complex, global challenges , we see a very real demand on us as agency partners to provide more innovative, and often preemptive, communication solutions that help our clients navigate this complexity. From integrating a true understanding of human behaviour into strategy development and creative communications planning and delivery, to helping organisations fight back against rising threats from mis and disinformation, clients’ needs today are more sophisticated than ever before. This alliance creates a unique global solution to these challenges and once again positions both agencies at the forefront of strategic communication and reputation together,” said Lynn CEO & founder Shayoni Lynn.

“At the heart of this alliance is an alignment on values, purpose and shared belief that through ethical and impactful communications, we can create sustained positive impact in the world, being better and doing better.” she added. 

“It is the ability to answer the modern brief that makes this partnership so exciting. Increasingly we see a demand for solutions that require not the usual proven expertise. No longer is it about the holding statements and press releases; rather it’s about offering a communications interventions that works in our “post-truth” world, where managing mis-, dis- and mal-information creatively, critically, and comprehensively helps brands connect with their stakeholders and achieve measurable outcomes,” said Dustin. 

IMPACTLR has been operating in test phase since March 2023, and goes live formally on September 1st.