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Alternatives - joining the Brightwater Group

24 February 2022 by Eileen Moloney

Alternatives - joining the Brightwater Group

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Eimear Walsh News & Views

After 22 years, Alternatives is joining forces with the Brightwater Group .


Alternatives will continue to operate as a standalone brand, with its own bespoke, specialist marketing and digital team, but will benefit from the support of the wider Brightwater Group.

Sandra Lawler, Founder, will continue to play a key role in its future development. Eimear Walsh, who has been working on the Alternatives business for a number of months, has been appointed Managing Partner.

Alternatives will continue to provide interim & contract, permanent recruitment and executive search services, in the marketing and digital space.


Brightwater have deep data analytics, digital and technical IT talent expertise, which complements that of Alternatives marketing and digital expertise. With Alternatives in their Group, Brightwater will be able to provide better, deeper marketing and digital talent solutions to their client base.  For those looking for new opportunities Alternatives, as part of Brightwater, will be able to provide a wider selection of roles, across a larger range of companies and sectors.


Eimear Walsh Managing Partner said “We have long admired Alternatives, recognised in the industry as the leading, go to specialists, trusted by the community for the best marketing talent. We have shared values and a similar people-led approach to business. We are delighted to welcome them to the Brightwater Group and we look forward to exciting times ahead.”


Alternatives Founder, Sandra Lawler added “I knew when I met with Brightwater that they would be the perfect fit for Alternatives. Following their own management buy out, they are ambitious for future growth and have the passion and drive to take Alternatives to the next level.  As a mid-sized, highly professional group, I feel they bring all the benefits of a larger group, whilst retaining a highly personal ethos. I am delighted to partner with them to further develop Alternatives.”