After 26 years in business, Bolton agency Absolute has unveiled a major transformation, introducing a two-agency structure with a shared vision of helping ambitious organisations achieve brand-led growth.
To provide clients with clearer routes to expertise, Absolute now operates as two dedicated agencies. Absolute Agency will continue to specialise in its award-winning areas of brand strategy, brand positioning and brand development — delivering clarity and building powerful brands that inspire, lead and scale.
The newly created Absolute Nexa will focus on digital development, creating bespoke platforms that adapt to clients’ ambitions, improve operational efficiency and support rapid business growth.
A central operations team underpins both agencies, with founder Chris Hodgen serving as Group Managing Director.
Chris Hodgen, Founder and Managing Director, said: “This is not simply a restructure – it’s a strategic evolution. Businesses today don’t want a one-size-fits-all agency, they want deep expertise powered by data and insight. By creating two specialist agencies, we’re giving our clients the confidence that whether they need a brand to lead their market, or a platform to scale their business, they’ve got the right experts by their side.”
Absolute Nexa will be headed by Gemma Illidge as Head of Digital, ensuring clients have access to expert digital insight alongside the established brand team at Absolute Agency.
Gemma Illidge, Head of Digital at Absolute Nexa, commented: “Our clients want digital platforms that are built to grow with them – adaptable, scalable, and underpinned by insight. Nexa’s focus on UX and digital development means we deliver exactly that, while working alongside the brand team to ensure creativity and technology reinforce each other.”
Both agencies share a strong heritage of client partnerships — among them Redrow Homes, Manchester City FC, Carrs Pasties and Edge Hill University for Absolute Agency, and H2 Gambling Capital, Eric Wright Group and Queen Margaret University for Absolute Nexa.
This move signals the next stage in Absolute’s journey, bringing together brand strategy and digital development as interconnected yet distinct disciplines — offering clients a sharper focus and equipping them for brand-led growth.
