Big Announcement – HDY is merging with Orb!

16th October 2023
The founders of Orb, HDY and Elonex all stood smiling together (3 men and 1 woman).

Today, HDY is officially merging with Orb! Being two of Birmingham’s most successful marketing agencies, we decided to join forces. As a result we’ve created a new, unified agency called Lunar.

Backed by Elonex, the merger puts Lunar in pole position to scale up. We’re ready to become one of the UK’s largest independent, full-service agencies to offer a seamless service across branding, performance marketing and sales.

HDY x Orb

HDY launched over five years ago and quickly established itself as a leading player with international, national and regional clients. These clients include Sodexo, Severn Trent, West Bromwich Albion and Birmingham Airport. Its founder, Ed James, will now serve as Founding Partner at Lunar.

Branding agency, Orb, has been in business for more than two decades. During this time, it has built up a global portfolio of clients in the healthcare, F&B and real estate sectors including Health Trust Europe, BrewDog, GS Yuasa and Pension Insurance Corporation. In the newly-formed agency, Orb’s founder, Rob Bloxham, will be a Founding Partner. Orb partner and ex-M&C Saatchi planner, Jacqueline Tarry, will become Lunar’s Strategy Director and have partner status.


With strong Birmingham roots and the ability to deliver solutions that serve clients worldwide, it’s no surprise that the new agency’s name was inspired by The Lunar Society of Birmingham – a renowned community of Midlands thinkers whose transformative ideas have had a positive international impact since the 18th century.

Commenting on the merger, Ed James said: “Both Orb and HDY are ready to embark on the next stage of growth. Doing it together is an opportunity we could not turn down. Combined, we have the strength, passion and acumen to become a major player in the UK agency scene. Clients have warmly welcomed this progression and our team looks forward to showing them what we can deliver as Lunar.”

Rob Bloxham explained further: “Lunar will be a full-service brand and marketing agency but we’re taking that definition up a notch! In addition to helping our clients build their brands and deliver leads, we’ll take responsibility for sales too. Lunar will offer a complete growth engine that today’s clients are looking for from their agency partners.”

Nick Smith, CEO of Elonex, said: “I am thrilled to back these two high-performing, bright and motivated teams. This merger presents a really solid opportunity for Elonex to solidify our portfolio of outstanding marketing, media and sales businesses, and I’m very excited to see what the future holds.”

Lunar will be operated out of headquarters at The Custard Factory in Digbeth and its official launch is scheduled for early 2024.

Our new website is still underway, so keep your eyes peeled for the latest updates across social media! If you have any questions in the meantime, drop us an email:

If you’re ready to embark on a new adventure, we’re on the lookout for talented individuals across digital, brand and creative to join our ever-expanding agency. Get in touch using if you want to find out more.