iCrossing has acquired Wallaby Group, a digital agency with roots in search and offices throughout Latin America and Spain. Wallaby will be rebranded as iCrossing, creating the global search agency’s first dedicated presence in the region. It had previously worked with partners, including Wallaby, to service Coca-Cola and other clients’ regional search marketing needs.
Wallaby has headquarters in Santiago, Chile and outposts in Mexico City; Lima, Peru; and Buenos Aires, Argentina. Its office in Madrid will support iCrossing’s existing client campaigns in Spain.
The addition of Wallaby brings iCrossing’s headcount from 750 to 800, spread across 18 global offices. Wallaby CEO Gonzaga Valdes will lead the Latin America/Spain region.
“From a client perspective, you are in a better spot when you work with agencies with talented people on the ground that are knowledgeable about local markets,” said Tom Daly, group manager, strategy and planning, The Coca-Cola Company, in a press release. “It makes sense for an agency like iCrossing to fully integrate that kind of talent.”
According to its website, in addition to its core search focus Wallaby offers media, creative, analytics, and social media services. Clients include Universia, Toyota, MetLife, and LG.
Terms of the deal weren’t disclosed.