Ethical consumer communications firm Ideas Eurobrand has merged with charity marketing specialist Cascaid to form a new agency, The Good Agency.

The new brand aims to tap into the ethical consumer market, valued at some £30 billion according to Co-operative Bank’s annual Ethical Consumerism Report last year.

The new company will have more than 100 staff and 90 clients, including charities NSPCC and Cancer Research UK, as well as commercial brands Johnson & Johnson and Masterfoods.

A team from M&A broker Chesham Amalgamations, led by director Philip Craig, assisted the buyer. Craig said: “Chesham was invited by Ideas Eurobrand to assist in its acquisition strategy and identified Cascaid as an appropriate target. With a long experience of deals, we were able to smooth early difficulties ensuring a full and accurate understanding between the parties.”