U.K.'s Engine Group snatches up the New York digital shop for an undisclosed sum.
New York digital shop Deep Focus was acquired by Engine USA, the newly created stateside division of U.K. agency conglomerate Engine Group.
Deep Focus prides itself on being an early adopter of new platforms. It was the first, or among the first, to execute immersive client campaigns on properties like Foursquare, Gaia Online, FarmVille, and MySpace. Its emphasis is on fueling interactivity and earned media, rather than more traditional reach and frequency metrics.
The eight-year-old agency's most active current client is Microsoft, for which it built a high-profile integration with FarmVille. However, its primary focus has been on entertainment giants like HBO, Sony Pictures Television, and AMC, for which it created last year's ubiquitous "Mad Men Yourself" and this year's reprise.
Engine USA's model among agency holding companies is somewhat unique in that it aims to operate companies without overlapping services. That in turn limits competition among in-house agencies and better serves clients, said Deep Focus CEO Ian Shafer (pictured).
"The Engine structure is something new, something created in this decade, which is nice," he said. "It's something that's collaborative across not just disciplines but media."
Deep Focus was represented by The Jordan, Edmiston Group, Inc. in the transction; the value and terms were not disclosed.
The acquisition comes a week after Engine announced a $100 million investment by an affiliate H.I.G. Capital, a private investment firm.
In a statement, Engine USA CEO Martin Puris suggested the Deep Focus buy is the first in a series of acquisitions and partnerships in the U.S.
"Deep Focus is the first and in some ways the most critical step in a journey that will, over time, bring together a number of exceptional partners representing all the disciplines necessary to market effectively in the new world," he said.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! (August 10-12) Educating marketers for over 15 years, we return to San Francisco this August with our action-packed, educationally-focused agenda that will cover every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.