• by David Goetzl  @dgoetzl, August 2, 2010

Holding company MDC Partners has continued its string of acquisitions by taking a majority position in multifaceted agency Relevent. MDC has taken a 60% interest for about $11.4 million in cash, plus expected additional payments based on 2011-2015 performance.

New York-based Relevent, with clients including Heineken, Diageo and Conde Nast Digital, works in experiential marketing, an umbrella core competency that covers event production, branded entertainment, social media and other areas.

MDC said the firm's "philosophy involves seamlessly infusing brands into the target consumer's lifestyle by tapping into passion points of music, entertainment, sports and pop culture."

In March, MDC acquired a 60% stake in another experiential marketing firm -- Ft. Lauderdale-based Team -- for just about the same amount in cash, $11 million, as given to Relevent. Additional payments to Team could be in the $15 million range, due by 2013.

The amount of possible additional payouts to Relevent did not appear to be listed in government filings.

In the April-June period, MDC took positions in PR firms Sloane & Co. (75%), Allison & Partners (51%) and direct-marketing operation Infolure.

The Sloane, Allison and Infolure deals cost a combined $17.6 million in cash, plus the potential to pay an additional $15.8 million more through 2015 based on performance. MDC deals often include options to acquire larger stakes over time, and MDC has the option to own 100% of Sloane in 2015.

MDC, whose roster of companies stretches from agency Crispin Porter to The Media Kitchen, recently reported second-quarter revenues of $169.9 million, which was up about $35 million over a year ago. Showing how acquisitions are helping with growth, they accounted for about 72% of the increase. (Organic revenue rose only about $7 million.)

MDC lost $5.8 million in the quarter after a tiny profit for the April-June period in 2009.