Agency holding company Interpublic Group has agreed to acquire search marketing specialist Reprise Media for an undisclosed sum.
The acquisition deal was driven by demand from Interpublic's international clients for greater search expertise and also supports Reprise's ambition to expand beyond the U.S. market, according to Reprise Managing Partner Joshua Stylman.
"They've got huge clients that need what we do. Our focus has been within the United States, but we have significant international ambitions, and being able to tap into the infrastructure that Interpublic offers is going to be tremendous," said Stylman. "From our perspective, it's a no-brainer to align ourselves with their advertiser base."
As part of the agreement, Reprise Media will retain its management staff and will become the first wholly owned company within Interpublic’s recently created Futures Marketing Group, he said. "We're actually the first company to be in the Future Marketing Group, but there are other assets: the Interpublic Emerging Media Lab, a think tank group, as well as investments in Facebook, Spot Runner and Spongecell," said Stylman.
Retaining a level of independence within the Interpublic organization was a positive aspect of the deal for Reprise, according to Stylman, as the company will retain its current partner relationships.
"To Interpublic's credit, they are realizing the media models are changing and breaking, and by allowing us to remain independent, to show their commitment to grow the company, we felt it’s a logical fit," he said. "We will be integrating with all the Interpubic agencies, but at the same time we will be continuing to have our own sales force and relationships with our customers."
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March 19, 2014