Troika Media Group is acquiring brand communications and experience marketing company Mission Media to form a "super group" focused on cultural insight, influencers, consumer experience, digital innovation and online advertising. Terms weren’t disclosed.
The newly named Troika Mission Group (TMG) will be headquartered in New York with additional operations in Los Angeles and London, employing some 200 staffers.
The agency will be led by Nicola Stephenson, founder of Mission Media, who will become president, alongside Kevin Dundas, CEO of Mission and former CEO of Saatchi & Saatchi UK and Droga5 CEO Europe, who will serve on the leadership team.
Although the two companies say they were not initially seeking this alliance, executives liked the "idea of building a group from the ground up and informing what that might look like was very appealing." Plus, TMG adds four strategic pillars that were missing from Mission, specifically digital performance marketing, a West Coast presence, design expertise as well as category experience in sports and entertainment.
Conversely, London-based Mission brings consumer experience to the group and a worldwide footprint.
The combined company’s client list will now include Amazon, LVMH, Microsoft, Unilever, Tiffany & Co., Sony, Allergan, J.Crew, Victoria’s Secret, InterContinental Hotels Group, UNICEF, Chelsea Football Club, DS Virgin Racing, AT&T, ESPN, Hulu, ABC, CNN, Turner, HBO, Showtime, Netflix, Red Bull, Hulu, IMAX, EA Sports, Riot Games, the PGA Tour, UFC and Oath.
The new name was an obvious choice, the parties say, substituting Media for Mission in the original Troika brand identity.