GroupM Acquires Newsletter Publisher, Moves To Strengthen Sponsorships

In a surprising diversification move, WPP Group's GroupM division, which oversees the operations of MediaCom, Mediaedge:cia, and MindShare, Wednesday announced the acquisition of IEG Inc., a Chicago-based publisher of newsletters and data about sponsorships and event marketing.

The deal comes just days after a publisher, Meredith, announced the acquisition of an ad agency.

GroupM did not disclose how IEG would be integrated into its operations, but it alluded to IEG's "groundbreaking metrics" and how they can "embed predictability and accountability" into sports, arts, entertainment, experiential, online, affinity and cause-related marketing and events.

"Sponsorship is tailor made for a world where consumers are in control. It communicates without interrupting and allows brands to build financial and social capital by partnering with the organizations and experiences that their customers love," stated Lesa Ukman, co-founder of IEG, who becomes chairman of the new GroupM unit.

Terms of the deal were not disclosed, but investment banker DeSilva & Phillips represented IEG in the transaction.

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