McCracken Advisory Partners serves as exclusive advisor to Resource
COLUMBUS, Ohio, April 3, 2014 /PRNewswire/ — Resource, the country’s largest privately-held digital marketing firm, today announced plans to acquire New York-based creative agency Ammirati. The move brings together two entrepreneurial and proudly independent companies to create a new breed creative agency with 400+ associates spanning five offices, including New York, San Francisco, Chicago, Cincinnati and Columbus, which will serve as headquarters for the combined entity.
The acquisition is a first for Resource, founded in 1981 with Apple as its first client by Nancy Kramer, who will serve as Chairman of the new agency.
“This is a significant next step in our 33-year journey,” said Kramer, who was ranked among Ad Age’s 100 Most Influential Women in Advertising. “We’re thrilled to have found in Ammirati a ‘kindred spirit’—we have like-minded and complementary cultures on a number of levels and are excited about the promise of this partnership.”
Founded in 2002 by Matthew Ammirati, Ammirati has distinguished itself as a sought-after partner for its nimble and creative solutions to client’s business problems, most recently working with Jerry Seinfeld on the first-of-its-kind web series ComediansInCarsGettingCoffee.com and launching a new ad campaign for beer client Labatt during the Super Bowl.
“In Resource I’ve found a partner who is as passionate as I am about delivering breakthrough results for our clients. This new collective gives us all additional capabilities to deliver even more creatively driven solutions on a much grander scale while still remaining fiercely independent,” said Ammirati, who will serve as Creative Chairman.
Resource CEO Kelly Mooney will serve as CEO of the combined company. Said Mooney: “Speed, agility and an all-in attitude are huge competitive advantages for independents like Resource and Ammirati. This alliance augments our collective capabilities, plus keeps us nimble and entrepreneurial at a time when the industry — and our clients — demand it. We look forward to partnering with Matthew and his team to integrate both firms to create a powerful, new-breed creative agency.”
Over the last three decades, Resource has been a consumer-centric marketing pioneer, from famously “breaking the internet” in 1999 with the world’s first live webcast of the Victoria’s Secret Fashion Show, to recently debuting the first Google Glass app for a major consumer brand, Sherwin-Williams ColorSnap Glass. While it remains a world-class digital innovator, it has expanded beyond digital over the past two years, strategically adding new leadership from agencies such as JWT, Leo Burnett and R/GA and picking up lead agency assignments for clients like Shaw Flooring and United Dairy Farmers.
The two agencies are complementary on a number of levels. The move pairs Resource’s strategic digital, social, innovation and eCommerce expertise with Ammirati’s brand strategy, advertising, design/packaging and shopper marketing experience. The agency’s combined client roster will span an impressive and diverse number of CPG, retail, technology and food & beverage clients, such as: B-Corp, Coca-Cola (Fuse, vitaminwater, Gold Peak Tea), Jerry Seinfeld, North American Breweries (Labatt, Seagram’s), Nintendo, Pirate’s Booty, Remy Cointreau, Schwinn and Sweet’N Low/In the Raw (from Ammirati) and Clorox, CVS, HP, Kohl’s, Nestle, P&G, Sherwin-Williams and Victoria’s Secret (from Resource).
A new name for the combined company will be introduced in the coming months. Advisors on the deal were McCracken Advisory Partners for Resource and Palazzo Investment Bankers for Ammirati.
About Resource: Resource is the country’s largest independent, digitally led marketing agency, with 350 employees and offices in Columbus, Chicago, Cincinnati and San Francisco. We build OPEN Brands that empower consumers and deliver results through creativity, technology and content. Marketers such as Clorox, CVS, HP, Kohl’s, Nestle, PetSmart, P&G, Sherwin-Williams and Victoria’s Secret turn to us for our ability to turn digitally connected consumers into passionate brand advocates. Resource is a member of Worldwide Partners, Inc. (WPI), the world’s largest international network of independent marketing communications firms.
About Ammirati: Ammirati is a New York-based, independent marketing company that creatively solves business problems for their clients. Delivering solutions that are always memorable, simple and most importantly, effective, Ammirati serves as a strategic partner with core capabilities in advertising, design, interactive and shopper marketing. Its client base ranges from major consumer goods companies to start-ups and includes clients such as Coca-Cola, North American Breweries (Labatt, Seagram’s), Nintendo, Pirate’s Booty, Remy Cointreau, Sweet’N Low/In the Raw and Jerry Seinfeld among others.
