Seattle social media agency Spring Creek Group has been acquired by Interpublic Group’s Mediabrands unit last month for an undisclosed price.
The move means Spring Creek will fall under the Mediabrands’ umbrella along with Interpublic global media agencies Universal McCann and Initiative. Spring Creek name is retained, and its 35 employees are all moving to Mediabrands.
Brendan Moorcroft, the CEO of the Mediabrands Audience Platform claimed that Spring Creek was an attractive buy because of its data-analysis strength and its client portfolio, which includes work for Microsoft, HTC, Best Buy, Live Nation, and CH2M Hill.
Moorcroft also explained that, rather than just work with other Interpublic social-media resources, the group was looking for a social-media firm with analytics capabilities that could complement other media-planning and buying operations.
The acquisition marked the second big piece of news that week in Seattle’s social media agency industry, following the announcement that Banyan Branch had scored $1.7 million from a group of prominent angel investors.