Hopes the agency will support its efforts through both digital and offline channels.
Interpublic-owned McCann Worldgroup has purchased London-based interactive design and usability agency AllofUs, and hopes the purchase will help it keep pace with emerging interactive technologies both on- and offline.
Formed in 2003, AllofUs specializes in user-experience design for web and mobile, as well as physical environments such as event, exhibition and retail spaces. Previous clients include the BBC, BSkyB, Microsoft, and Nokia, as well as arts and cultural institutions including Tate Britain and the Science Museum in London.
Commenting in a press release, Nick Brien, McCann Worldgroup CEO, suggested the purchase will help the agency network more successfully straddle digital and traditional channels as the two increasingly overlap.
"The proliferation and adoption of new interactive technologies has advanced at a rate faster than anyone could have predicted… The creative uses of technology and user-experience design have become two increasingly crucial components for any brand agency looking to compete in this new world," Brien said.
Following the acquisition AllofUs will work closely with McCann's U.K. offices, as well as other Interpublic properties such as MRM London. Its branding will, however, remain intact, and the operation will continue to be led by co-founders Nick Cristea, design director; Orlando Mathias, director of R&D; Simon Sankarayya, art director; and Phil Gerrard, business director.
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