Merger Brings Momentum Network to West Coast

Momentum, the promotions marketing network of McCann-Erickson WorldGroup, is expanding to the West through a merger with sister shop Event Management & Promotions.

An on-site and “presence marketing” specialist, EMP had operated as an auto nomous unit under the Interpublic Group of Cos. EMP CEO Jamie Wark will continue to run the 60-person Los Angeles office. He reports to Mark Shapiro, CEO of St. Louis-based Momentum North America.

Momentum’s youth-marketing unit, Imagewerks, with a staff of 10, is slated to move from San Diego to the EMP offices by July.

“There is a synergy between the presence-marketing experts” at Momentum and EMP, said Shapiro.

Adding 13-year-old EMP doubles Momentum’s capabilities and will allow it to compete better with top national rivals, said Sha piro. Coca-Cola is a key client of Momentum’s Atlanta office.

EMP’s clients include Sony, Lowe’s and General Mills. The merged entity will also work with Microsoft, a global client of McCann. EMP works directly with clients and with ad and marketing agencies, said Wark. The merger should jump-start new business and expand regional marketing services to current clients, he said.

Presence marketing generally involves field workers hosting demonstrations and product promotions in busy locations such as shopping centers and bars.

EMP was first wooed by Momentum three years ago, but True North bought it instead. It then operated independently within TN’s marketing division. IPG later bought True North, and Momentum got a second chance to arrange a merger. Momentum closed its five-person San Francisco office in December.

The merger will not lead to layoffs or executive changes, said officials. Initially, the EMP and Image werks labels will remain, but name changes are expected by next year.

Momentum North America, founded in the mid-1990s, has revenue of $45-48 million and eight offices throughout the U.S.