Toronto-based marketing and commerce agency Salt XC has acquired media agency Craft & Commerce (C&C), headquartered in New York, for an undisclosed amount.  

C&C will become part of Salt Media and expand the agency’s U.S. footprint to New York, Chicago and Orlando, FL.   

“The deal advances Salt XC’s vision of helping brands connect to consumers where they are today by marrying real-world experiences with data-driven media buying and measurement,” the company stated. 

Led by former brand-side marketers, C&C partners Jordan Ruden, Carli Feinstein, and Mark Barker will transition into leadership roles across media, strategy, and growth, respectively.  

With the acquisition, Salt Media will double its North American footprint to over 100 employees.   

Founded in 2019, Salt XC is led by president and managing partner Jeff Rogers.   

The agency’s client roster includes Kraft-Heinz, AB InBev, Chobani, Midea, Girl Scouts of the USA, Ascensia, PointsBet, and Luxe Brands.