Interpublic Sets Stake In Hollywood's Endeavor Marketing

After talks about a deal faltered between TV- and Web entertainment producer Endeavor Marketing and Omnicom Group, Interpublic Group of Companies has picked up the ball and is looking to acquire a minority interest in Endeavor Marketing.

IPG is also seeking an exclusive consulting agreement with Mark Dowley, Endeavor's principal.

Endeavor specializes in event and sports marketing, entertainment marketing strategy development and execution, promotions, and the creation of branded content. Specifically, Endeavor has been behind Bravo's reality TV hit, "Queer Eye for the Straight Guy," and most recently, Mattel's new Juice Box, which is a portable video player targeted at kids.

Terms of the transaction were not disclosed. Under the terms of the consulting agreement, Dowley will consult to a number of IPG marketing companies and work closely with FCB in particular. The agreement prevents Dowley from working with any of IPG's rivals.

As for IPG's previous acquistion troubles, one financial analyst said he didn't expect this one to present the company with any problems.

"Endeavor's business is much more complementary to IPG's functions than, say, a race track venture, so just on the face of it, it could be a good fit for them," the analyst said.

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