• by Steve McClellan  @mp_mcclellan, October 1, 2018

WPP-backed Bruin Sports Capital has acquired Chicago-based strategic branding, design and creative agency Soulsight. Financial terms were not disclosed.

The purchase is BSC’s second M&A deal in recent months. In July its Engine Shop marketing agency acquired GroupM’s sponsorship conference organizer IEG and sports marketing consultant ESP Properties. WPP led a $250 million investment round in BSC back in 2015. Bruin is an investor and operator of businesses in media, technology, sports, marketing and entertainment.

Commenting on the acquisition of Soulsight, BSC CEO George Pyne said the agency would complement the firm’s existing capabilities. ““It is exactly the type of company the sports and entertainment industries will be excited about: original, creative and results-driven. We will work closely with Soulsight’s leadership team and bring the full capacity of our resources to propel their business plan and build on their momentum.”

Soulsight describes its approach as “rooted in brand-centric, design-inspired thinking - from helping brands understand and shape their ethos, to creating ideas for new products, extensions, and experiences that foster lasting relationships with consumers.”

The company has worked with blue-chip marketers like Campbell’s, Hershey’s, KraftHeinz, MillerCoors and Pepsico, among others.

Soulsight’s partners include George Argyros (CEO), Adam Ferguson (chief creative officer), and Jim Pietruszynski (chief strategy officer). The agency will operate as an independent entity within the Bruin Sports Capital group.