The New York-based brand engagement firm Sullivan today announced its acquisition of digital design and user-experience studio Four32C.
The announcement did not include the terms of the deal, which will see Sullivan absorb all of Four32C’s clients and staff. The combined entity is currently looking for a new office in Manhattan. Both companies are independently owned.
“Sullivan has always helped organizations connect with their audiences at the point where the brand touches the customer,” Sullivan founder and managing partner Barbara Apple Sullivan said in a statement. “In an increasingly digital-first world, consumers are often turning to these channels first and determining whether or not to engage with a brand based on those interactions.”
She continued, “Mark [Jarecke] and the Four32C team share our philosophy on what the intersection of brand and digital experience means for these organizations and have a wealth of expertise in crafting those touch points to foster a meaningful, dynamic relationship between the brand and the consumer.”
Jarecke and Mike Lee are both veterans of Condé Nast Digital. A 2016 Adweek profile noted the studio’s reputation for creating apps and websites. Four32C’s capabilities align with the goals of Sullivan, which insists on not being called a marketing agency.
The acquisition aims to expand Sullivan’s design acumen, allowing it to serve more lifestyle brands like Vera Wang, which it inherited from Four32C. Jarecke and Lee will join Sullivan’s senior leadership team along with Four32C director of strategy and development Elizabeth Stafford and director of delivery Geoff Cardillo.
“Over the last eight years, we’ve been on the front lines of helping organizations connect digitally with consumers, and each time we started a new project, we asked ourselves how we could create an experience that was true to the brand,” said Jarecke, positioning the merger as a way to more actively work on client strategy projects. “By joining forces with Sullivan, we’re able to help clients define brand strategy and experience, and execute against it to create seamless, cohesive and innovative ways to stand out in crowded industries.”
The newly formed unit’s client roster now includes TD Ameritrade, Crown Castle, ADP, Thomson Reuters, Weight Watchers, the School of American Ballet and others.