LONDON (Reuters) -The independent directors of M&C Saatchi have agreed a deal to sell the British advertising company to consultancy Next Fifteen Communications, saying it offered a superior outcome to a bid from its biggest shareholder.

M&C, one of the biggest names in British advertising, has been fighting off an offer from Vin Murria and rejected a deal worth 254 million pounds ($317 million) this week.

The company stated that the Fifteen deal was valued at 310 millions pounds.

The two companies jointly stated that the agreement would make them a stronger digital marketing and consulting competitor. It will bring together blue-chip customers and a range of services, and provide more investment capital.

M&C said its senior staff fully backed the deal. Murria’s AdvancedadvT investment vehicle said it was considering its options and noted that it owned 22.3% of M&C’s stock.

“M&C Saatchi is synonymous with creativity and strategy, whereas Next Fifteen has built a reputation around its technology and data driven offering,” said Tim Dyson, CEO of Next Fifteen. It’s a wonderful combination.

($1 = 0.8010 pounds)