• by Larissa Faw , October 31, 2017

Partners + Napier (P+N) is acquiring "select assets" of fellow Rochester, New York-based agency Roberts Communications. Terms of the deal were not disclosed.

Under the agreement, the Project Worldwide-owned agency will gain five clients in total, accounting for a majority of Roberts' revenue and client roster.

The agency has existing relationships with three: Excellus BlueCross BlueShield, Univera Healthcare, and Xerox, while adding two new clients to its roster: ITT and Jewish Senior Life. The few clients that aren't transitioning to P+N are mostly project-based accounts.

Nineteen Roberts employees will move to P+N to ensure a seamless transition for these five accounts. According to the agency, the now 150-person staff will also help expand agency credentials in the digital experience, analytics, social media and public relations arenas.

P+N managing director Courtney Cotrupe is being promoted to president of the newly fortified agency, which will continue to operate as P+N. Sharon Napier will continue as CEO, and Pete VonDerLinn will continue as executive creative director.

Bill Murtha, Roberts CEO, will serve as transition consultant for P+N to ensure the successful integration of Roberts' clients and people into P+N. Murtha plans to retire in 2018 from the advertising business to pursue personal interests, including writing, consulting and teaching.

Approximately 20 other Roberts staffers, including Stu Norris, executive vice president/COO, and Bruce Kielar, executive vice president/Chief Creative Officer, will fulfill commitments to clients not transitioning to P+N.

The Roberts agency brand is being retired.