• by Larissa Faw , December 9, 2015

UMarketing New York and Hiccup Media are merging to become Hiccup NY, a full-service agency combining script-to-screen video content agency with traditional advertising services. Terms of the deal were not disclosed. 

The newly created shop is designed to provide everything clients need, including branding and direct advertising across all channels; content strategy and production services across video, digital, mobile, out-of-home, print, radio, social, email and direct mail; media planning and buying; social campaign development; and contact center management for inbound and outbound, tele-engagement, social monitoring and response.  

“Two independent teams in advertising have come together, drawn by two compelling, forward forces in the marketplace:  content and accountability,” Hiccup NY CEO George Wiedemann said.   

“The marriage of content with accountable communications, across all media channels – to create accountable content streams -- is exactly the unified space where both consumer and business brands seek to be.” 

There are a total of 24 employees at the new agency, with Hiccup bringing nine and UMarketing New York contributing 15 staffers. The agency will be helmed by CEO Wiedemann, President Rob Simone, Chief Content Officer Michael Cruz and General Manager Alicia Wiedemann.

Said Simone. "There are many great content production companies (they make pretty pictures) but producing great-looking content is simply table stakes in our mind.  We do it really well but the next step for us and for our clients is to create beautiful content that performs and adapts and delivers a return on objectives.  We aren't saying that we are the only ones doing it but we are uniquely equipped and effective for our size."  

Hiccup NY will be part of the Unified.Agency Group of agencies that includes Resonant Analytics providing data modeling and analysis, customer and prospect data management, DRUM specializing in website and app development and the non-New York offices of UMarketing. The holding company employs a total of 75 working with clients including Adobe, Chase, Discover, E*Trade, Paypal, RCA Records.