Interpublic Group’s sponsorship and event marketing agency Jack Morton is acquiring digital, mobile and social shop Genuine Interactive. Both agencies are based in Boston. Terms were not disclosed.
Genuine Interactive will maintain its brand and offices in Boston and will become a wholly owned unit within Jack Morton, the agency said.
Morton said it will use the digital agency as “the foundation of a significant digital expansion,” starting with Morton offices in New York, London, Chicago and San Francisco.
“We’re building the agency for now, and fulfilling our clients’ need for experiences that reach people at every touchpoint,” said Josh McCall, Jack Morton’s chairman and CEO. “Adding digital, social and mobile to live brand experiences isn’t an option anymore. It’s required and expected.”
Founded in 2005, Genuine Interactive provides digital strategy, Web design and development, mobile, social media, analytics, technology services and an in-house content studio. Clients include Reckitt Benckiser, MassMutual, Shire and Novartis.
Genuine Interactive’s CEO, John Grayson, said the acquisition enables the digital shop to “make a big leap in how engaging we can be across every touchpoint.” Both agencies, he added, “believe that the best brand experiences are seamless and integrated.”
IPG has owned the 75-year-old Jack Morton since 1998. Clients include General Motors, Subway Restaurants and Samsung.