Interpublic Takes Stake in Famous Group To Reach Consumers Returning to Big Events
20.04.2022 - 17:17
/ variety.com
Brian Steinberg Senior TV EditorSome TV viewers who watched a special kids’ broadcast of an NFL game on Nickelodeon might have witnessed an interesting special effect: a slime monster rising from the football field. Executives at ad giant Interpublic Group saw something else: an opportunity.Interpublic, the ad giant that owns agencies such as Deutsch and McCann WorldGroup, is taking what is believed to be a minority stake in The Famous Group, a technology company that creates mixed and augmented reality experiences for live events.
The company created dynamic images that were placed alongside the recent Nickelodeon football broadcast and has worked at the Super Bowl, the PGA Championship and the NBA All-Star Game, among other events, says Jon Slusser, a partner and owner of the company. Executives declined to discuss specific financial terms of the alliance.
The deal is likely to help Interpublic clients get more value out of work they do to promote their goods and services at sports matches or similar gatherings. In an interview, Interpublic Group CEO Philippe Krakowsky envisioned advertisers working with his company’s agencies and Famous Group to create new concepts at music events, games, and the like.
“You can build a much more holistic digital experience around a cultural event,” he says.In a different era, Interpublic and rivals like Omnicom Group and WPP were in a race to grow larger, and fueled it by making dozens of acquisitions over a short period of time. In 2022, the advertising companies are much more selective about making purchases, and their deals often spotlight marketing disciplines that are gaining more traction with clients.One of those areas of interest is in reaching big, live crowds at sports
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