Today Sapient is announcing plans to acquire Nitro Group, a leading global advertising network with offices in North America, Europe, Asia and Australia, and a highly coveted client list that includes Mars, ConAgra, Volvo, Nike and Foot Locker.
This is an historic acquisition in the advertising space in that it represents the first time a digital agency has moved to expand beyond interactive in a meaningful way to include brand-led broadcast advertising, often referred to as “above the line” advertising.
Actions brand louder than words
Agencies large and small, from the traditional to the digital, all claim to having discovered their own, unique brand of secret marketing sauce that will integrate every experience into one compelling consumer connection and solve all marketing woes.
Some take the design du jour approach, clumsily pushing traditional ad approaches into emerging, channel environments like mobile or social media. Others avoid the question altogether and simply abandon traditional channel options to blindly follow the migration toward digital opportunities with more buzz.
It’s not that they don’t get it. It’s that they just don’t get it all.
We always believed the Internet would change everything
The $500 billion/year communications industry is in the midst of a dramatic upheaval as brands and their marketing partners struggle to keep up with today’s ever-elusive, technology-empowered consumers. In fact, this is the main reason traditional advertising agencies are so focused on digital -- because media consumption is moving away from television and into digital media in record numbers. However, while the role of television is changing, it is not going away; it’s evolving to become more digital as advances in TV sets and set boxes enable a more interactive experience. Couple this shift with the rise of online media and advancement of mobile and in-store displays, and you quickly see that a) advertising is increasingly more digitally enabled and b) creating connected experiences across all of a consumer’s touch points is increasingly important.
The acquisition of Nitro Group, coupled with the tremendous success and evolution Sapient is experiencing within our marketing services and e-commerce business, yields a “one-of-a-kind” brand engagement offering. We have the opportunity to help our clients shape their customers’ experiences -- from the moment a brand’s attributes are expressed in advertising, through to deployment via digital media and then in sales and service with cross-channel commerce.
Sapient stands alone as a company capable of connecting these component parts in one holistic, integrated and powerful way.
No other company can lead with strategy and deliver multi-channel marketing combined with multi channel commerce on a global scale.
The acquisition is referenced in our press release) and discussed in today’s edition of the Wall Street Journal. You can also follow us in LinkedIn (Sapient Interactive Group) and on Twitter (SapeInteractive.)