Marks Major Expansion of Experiential Marketing Capabilities
NEW YORK, March 8 /CNW/ - MDC Partners announced today that they have acquired a majority interest in leading experiential marketing firm, TEAM Enterprises. Based in Fort Lauderdale, TEAM is one of the nations largest and most successful experiential marketing firms, employing 400 full time and 6,500 part-time employees across North America. The firm services Fortune 100 clients and produces immersive, interactive brand experiences that physically engage, and influence consumers where they live, work and play.
The partnership with TEAM is an example of MDC's commitment to increase the expertise and capabilities of the network by harnessing industry thought leaders and key specialty companies with proven track records in all areas of marketing services, and then being able to deliver those services in a seamless fashion throughout the network. This acquisition allows TEAM to immediately provide MDC Partners existing client base with a competitive advantage as a nationwide resource to execute highly sophisticated experiential marketing programs. Reciprocally, TEAM will be able to offer their clients access to visionary creative and enhanced digital program development and the additional resources to grow their business in partnership with their clients.
"There is no 'offline' anymore," said Miles Nadal, Chairman and CEO of MDC Partners. "Before, during and after entering a brand experience, consumers are searching, enrolling, tweeting and sharing experiences with their digital network. Engagement in the 'born digital' era exists when physical and digital interactions are harmonized to create experiences without expiration dates, where one interaction leads to another and another and never expires. Our partner firms understand this new reality and are dedicated to ensuring that their clients have the tools they need to deliver the highest level of immersive brand engagement and interaction with consumers. We are thrilled to partner with TEAM, a firm with outstanding leadership, long term client engagement, the scale to implement even the most complex projects, and an established record of delivering superior results, and winning work with MDC Partner agency Crispin Porter + Bogusky. TEAM is a fantastic addition to the MDC Partner network and an excellent initiative to revolutionize our business and deliver transformational and measurable results for our clients. The addition of TEAM and their outstanding organization will further reinforce MDC Partners' reputation as 'The Place Where Great Talent Lives."
The TEAM deal was spearheaded by the MDC executive team and former Omnicom executive, Steve Groth, who is chief architect overseeing MDC's immersion into the experiential marketing world. Steve was Co-Founder and Vice Chairman of Omnicom's Radiate Group and led the company from inception through more than 30 global experiential acquisitions, building Radiate into one of the world's largest and most successful experiential networks with revenues of over $500 million. Steve will work closely with Miles S. Nadal and TEAM's senior management to build a new model, tailored to today's consumers and how they engage in a changing digital economy.
"The Holy Trinity of effective brand communication occurs when tactics and creative cascade from core brand objectives, and organically find their way to consumers through an integrated mix of physical, digital and traditional media channels," said Steve Groth. "TEAM has successfully collaborated with Crispin Porter + Bogusky on a number of high profile projects for clients including Volkswagen, Coke Zero and Domino's Pizza, with a seamless blend of interactive and what we call "outeractive" physical experiences. Being able to offer these services on a broader scale to all of our MDC firms, and their clients, will have an enormous positive impact across the network."
TEAM operates on a variety of platforms, all revolving around consumer interaction. They specialize in Spectacle Events, Retail Product Demos, Mobile Touring, National Experiential Promotions, National Sales & Marketing Program Execution, Sports and Entertainment Rights Activation, Technology Integration and Digital Integration with Web, Social Media and Data Capture.
"TEAM's expertise in engaging consumers and brands, combined with the talent residing within MDC Partners, creates an industry-leading solution for clients in search of developing experiences featuring next-gen creative tied to innovative digital solutions," said Daniel Gregory, CEO, TEAM Enterprises. "We excel at extending the reach of traditional messaging through non-traditional tactics; ensuring consumers take notice of our clients' brands. Based on MDC Partners philosophy of encouraging creativity and entrepreneurship, we felt that this partnership provides the best platform to motivate our executive management team; providing them with the resources to provide superior service to our clients in a complex and changing economic environment."
About MDC Partners, Inc.
MDC Partners is a progressive Marketing and Communications Network, championing the most innovative entrepreneurial talent. MDC Partners provides strategic solutions and services multinational clients in North America, Europe and Latin America. Our philosophy emphasizes the utilization of Strategy and Creativity to drive growth and measurable impact. "MDC Partners is The Place Where Great Talent Lives." The company's Class A shares are publicly traded on the NASDAQ under the symbol "MDCA" and on the Toronto Stock Exchange under the symbol "MDZ.A".
SOURCE MDC Partners Inc.
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