Hampshire-based agency Hewitt Matthews has announced the acquisition of long-established Sheffield digital agency Quba, to form the Hewitt Matthews Group (HMG).
With 35 years of combined reputation, 30+ staff, and a stellar portfolio of clients including the NHS, Carnival UK, BOXPARK, London Luton Airport, Birmingham Airport, T.C. Harrison Ford, Avanti Gas, and University of London, the newly formed group launches with serious momentum, and even bigger ambitions.
The move is part of a larger strategy to challenge the outdated agency model and build a group that fuses enterprise technology, digital marketing, and applied AI, offering clients better speed, intelligence, and impact, all from one agency.
This move cements Sheffield’s continued importance as a hub for digital talent. With over 25 years in business, Quba’s expertise in complex systems engineering, enterprise CMS builds and long-standing partnerships with major automotive, public sector and infrastructure clients make it a long-standing cornerstone of the city’s digital scene. Under HMG, that technical pedigree is now being paired with advanced digital marketing, UX, and a bold AI-led strategy.
Carl Hewitt, group CEO of HMG, said “The fundamental value of agencies has never changed, it’s the positioning & delivery that must constantly evolve.
That’s why we’re building something specifically designed for the reality of where digital is headed. Not only are we bringing more capabilities together under one roof, but we’re using applied-AI in new ways for better efficiency, fewer points of failure and far greater speed.”
HMG is already working on proprietary AI tech that securely draws on client strategy, customer data, market trends and competitor signals in a private, encrypted environment. The goal is to surface new growth opportunities and power quicker decision-making, something the group believes will become essential in tomorrow’s digital landscape.
The group will be led by Carl Hewitt and Reece Matthews who launched the original Hewitt Matthews agency aged 17 in 2016, evolving their services to focus on search optimisation, design, hosting and support with a team of experts in the field. Joining them in the group leadership team is Jonny Tooze, founder of Lab Group, bringing over 25 years of leadership experience, scaling agencies to £10m+ revenue and working with some of the world’s biggest brands including Nike, Sony, Superdry and many more.
Meanwhile, Quba’s leadership team of Ben Franklin (chief technology officer), Andy Precious (client services & delivery), and Amy Willoughby (head of UX & design) remain firmly in place, providing continuity for clients and the Quba team. After 25 years at the helm, Matthew Williams and Matt Jones, who founded Quba, have welcomed the deal as the next natural step for the agency, expanding its services and opening up bigger opportunities without losing the culture and quality it’s known for.
“We’re not here to change what already makes Quba great. We’re here to elevate and scale it together,” said Matthews. “For 25 years, they’ve built some of the most impressive digital systems, quietly in the background. Now, we’re bringing that technical brilliance to the forefront and pairing it with strategic thinking, user experience, and performance marketing to drive even greater impact.”
Quba’s Williams added: “Quba has built a reputation for delivering cutting-edge digital solutions and support services for our clients. Some of our blue-chip clients have been with us for over 18 years. The acquisition by HMG is the perfect evolution for the business, providing an expanded set of digital services and a layer of marketing expertise that perfectly complements our technical foundations.”
HMG will operate primarily from Portsmouth and Sheffield, reflecting its ambition to break away from the London-centric agency mould and build a national business with global plans. With further acquisitions already being scoped, including specialist influencer and data-led agencies, HMG has taken the first major step on an ambitious growth journey over the next 5 years.