Elevator Agency is partnering with the global Intermarketing Agency (IMA) and will rebrand, becoming the South African chapter of IMA, effective April 2021. Managing partners Catherine Mavrocoleas and Katherine Freemantle They will join the IMA global network of creators headquartered in Leeds (UK) with offices in London, Manchester, New York, Amsterdam, Munich and Sydney. IMA forms part of their broader Smollan Group family through the joint venture in Europe, Advantage Smollan. Since being acquired by the Smollan Group in 2017, Elevator has transformed from an experiential agency into a truly through-the-line offering. The agency will remain owned by Smollan, running as a stand-alone marketing solution.