CHICAGO Independent agency Barkley Evergreen & Partners has acquired interactive agency Lookandfeel in a bid to beef up its new media capabilities, according to the shop.
The Kansas City, Mo., agency will merge Lookandfeel's 18 employees with its current interactive department, Digital Evergreen, and rename the practice Barkley Evergreen & Partners—Interactive. Mark Logan, formerly Lookandfeel's managing partner, will lead the combined practice.
"The role interactive media plays in a marketer's communications plan continues to evolve, and this shift will strengthen and cultivate Barkley Evergreen & Partners' comprehensive approach to promoting our clients," said agency CEO and chief creative officer Brian Brooker, in a statement.
The move will allow the shop to consolidate some efforts on VF Corp.'s Lee Jeans brand. Both Barkley Evergreen & Partners Public Relations and Lookandfeel handle initiatives for Lee, including Lee National Denim Day. The company's $30 million advertising account, previously with Publicis Groupe's Fallon in Minneapolis, is up for review, which is being handled by AAR Partners in New York.
Besides Lee, other clients for Lookandfeel include Kodak, Duncan Toys and Jockey. Digital Evergreen's clients include Blue-Bunny Ice Cream, Build-a-Bear Workshop and Sonic Drive-Ins.
Terms of the deal were not disclosed.