Seeking to expand its experiential marketing capabilities, Canadian holding company MDC Partners has acquired a majority interest in Team Enterprises, a 400-person firm in Fort Lauderdale, Fla.
Miles Nadal (pictured), CEO of MDC, said the deal signifies that "there is no 'offline' anymore," and reinforces the company's commitment to creating long-lasting, immersive brand experiences across multiple media platforms. (Recent Team case studies.)
Team specializes in crafting "outeractive" promotions that foster consumer-brand interaction. These include live events, product demos, mobile tours, sports/entertainment promos and technology integration with Web, social media and data capture.
The deal was led by MDC chief architect Steve Groth, who is overseeing the company's experiential efforts. (Groth was a co-founder and vice chairman of Omnicom's Radiate Group.) Financial terms were not disclosed.
Team has previously collaborated with MDC ad shop Crispin Porter + Bogusky on projects for Domino's Pizza, Volkswagen and Diet Coke.
For example, Crispin and Team developed and executed a multimedia program bringing the "VW experience" to MLS Soccer and National Youth Soccer events through live experiences and digital engagement, MDC said. The work included over 100 stadium and grassroots events nationwide, targeting the diverse soccer community from MLS soccer fanatics to soccer moms. All told, the effort reached 1 million consumers within four months, MDC said.
See also: "MDC Posts Q4 Organic Gain"