Adversion specialises in versioning content for different media channels, including TV, cinema, radio, online, mobile, print, outdoor and digital signage, and international regions, where varying local content, technical compliance and legal requirements have to be met.

Catherine Burke, managing director of BMC, said: "Adversion provides BMC with a jump-start in the versioning market, estimated to be worth some $9bn (£5.7bn) globally. It adds above-the-line services to our below-the-line capabilities and will further our client offering."

The deal mirrors the growing trend towards integrated production across all media channels, which has led a growing number of print management firms to acquire or partner with above-the-line media production agencies.

These include Paperhat's partnership with Omnicom Group subsidiary Gutenberg Networks, in October 2010, and Williams Lea's acquisition of Tag Worldwide last year.

Adversion chief executive Richard Dyke said: "Versioning can no longer stand on its own in the new era of integrated communications management. Adversion is recognising that shift in the sector.

"BMC is the perfect fit for Adversion, both culturally and in terms of our highly complementary service offerings. We now have the opportunity to apply our specialist versioning skills in the context of a true end-to-end communications proposition to clients."

Adversion, which will operate as a division of BMC, has experience of a range of sectors – including FMCG, pharmaceuticals, financial, automotive, utilities, energy, transport and retail – with global brands sucha as Budweiser, Kellogg's, Electolux and Speedo.

"As well as giving us a strong competitive edge in the managed outsourcing of advertising production, this deal also opens up a wealth of valuable relationships with major global brands," said Burke.

In addition to its London headquarters, Adversion has production hubs in New York, São Paulo and Singapore.

Last month, BMC announced that it had retained its contract with TalkTalk Group for another three years, following a competitive tender. The new contract will run until 2015, extending Banner's relationship with TalkTalk to eight years in total.

The contract covers a wide variety of print, including pre-media support, point of sale and direct mail, and includes an on-site account team consisting of an account director, senior account manager and three account managers.