According to The Wall Street Journal, Boston-based digital giant, Sapient, has been shopping for a traditional ad agency for months. They found one in Nitro Group, a 300-person agency with offices in New York, London, and other international ports of call.
Here’s how the paper frames the story:
The recession is forcing digital agencies to bulk up on traditional skills as marketers increasingly look to consolidate their accounts to save on costs.”
Then from Nitro’s side there’s this:
“If we want to be a major player, we need scale and digital,” said Chris Clarke, Nitro’s chief executive officer. “It was taking too long to build it organically.”
I know what Clarke means, but there are no short cuts to the top.
Let’s take a look at a recent spot from Nitro for ConAgra’s Healthy Choice brand, to see more closely what Sapient is acquiring: