• by Richard Whitman , Columnist, April 5, 2019

Marking its first foray into the U.S., London-based integrated agency Once Upon A Time (OUAT) has acquired the New York branding and digital agency IdeaWork Studio, a specialist in the hospitality, luxury, entertainment and gaming sectors.

Financial terms were not disclosed.

It’s the seventh acquisition for OUAT, which offers an integrated approach from media buying and advertising to in-store retail marketing.

In addition to its New York headquarters, IdeaWork has offices in Las Vegas and Santa Barbara.

Founder Jay Schwartz will take on the role of executive creative director for the OUAT group, while retaining his position as CEO-executive creative director at IdeaWork.

Schwartz founded the agency in 1999, and it counts Michelin-starred chefs like Jean-Georges Vongerichten, Eric Ripert, Daniel Boulud among its clients. It also includes boutique hotels, such as Ian Schrager’s PUBLIC And EDITION and the the Gramercy Park Hotel.

Client resorts include Gurney’s Montauk and Carillon Miami.