The amount is undisclosed, but the deal see Juice’s Steve Downes join Tangerine’s management board and Juice staff will move in to its HQ in Castlefield, Manchester. The goal? To be the “leading social media specialist outside London.” Tangerine’s group MD Sandy Lindsay says regular clients have been increasingly asking for help with their digital presence “over and above other PR and marketing services”.

Without the competition of London, there might just be enough businesses in the North West and further afield seeking social media expertise to sustain a digital-friendly agency in Manchester. Large and small brands are investing real amounts to build a digital presence separate to their usual marketing/advertising channels: to pick just one, Manchester-based sportswear supplier Umbro recently increased its social media team to update its blog and make sure the brand connects to customers on Facebook and Twitter.