For Firms With Money, Now Is A Good Time To Buy

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:

Your thoughts?

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.