Nine months after leaving CP+B yet again, Ari Merkin has returned to entrepreneurial mode with “TEN,” a new agency venture that combines the efforts of the agency vet and AgencyNet. Merkin, who of course co-founded the now-defunct New York-based shop Toy many a year ago, isn’t moving very far from his old CP+B stomping grounds, though. TEN, which is being touted as a brand and digital innovation agency, is also based in South Florida and already counts a client roster that includes Bacardi, Universal Music Group and the U.S. Air Force.
As mentioned, Merkin is partnering with AgencyNet, specifically its CEO/founder Richard Lent, on TEN, with the former serving as partner/chief brand officer and the latter taking on the role of chief innovation officer at the 37 person-strong operation. In a statement, Lent, who founded the shop formerly known as AgencyNet 18 years ago, says, “It’s been great working with Ari. We’ve seen powerful things happen with the partnership of brand building and digital innovation at the core of what we do. It’s a creative team structure that we’re applying to every piece of business within the agency.” Merkin says, “There’s been some real enthusiasm from clients given the way we’re now structured. We’re a digital agency that can solve those big brand problems.”
We’ll try to spare you the usual colorful mission statement and just tell you that here is TEN’s primary focus: Brand Building + Digital Innovation. Check out the site here for more info and a larger, prettier picture of the agency’s office.