Colby Effler & Partners has acquired crosstown entertainment shop Air Creative Group.
The deal sees Colby, a unit of Japan's Dentsu, take on the Paramount Domestic Television account, formerly handled by Air. Other terms of the agreement were undisclosed.
Air president Stefan Gerber joins the Santa Monica, Calif., agency to head up a new entertainment unit there. Eight other Air staffers have also joined to continue servicing Paramount and lend a hand on other accounts.
"By adding Paramount, and by working with Stefan and his group, we feel our agency is now involved in virtually every area of dynamic growth in the region," said agency president and executive creative director Rick Colby.
The shop's other clients include American Suzuki Motorcycles and ATVs, Wherehouse Music, the California Avocado Commission, the Beverly Center, Oolong Tea, Disney Interactive and a few resort hotels.
Gerber said linking with Colby makes good business sense. "These guys have a good creative reputation," he said. "In [entertainment advertising], that's the whole game."
Paramount is a leading syndicator of TV shows, including Entertainment Tonight, Star Trek Voyager, Frasier, Judge Judy and an upcoming talk show featuring radio personality Dr. Laura Schlessinger.
Gerber is a seasoned entertainment marketing veteran, having developed well-known campaigns including "Share a moment with the world" for the Winter Olympics on CBS and "You give us 22 minutes, we'll give you the world," for all-news radio stations around the country.
His agency, which was known as Jacobs & Gerber Advertising before it became Air Creative, developed advertising for more than a decade for CBS, including the "Welcome home" campaign. It also worked on projects for MediaOne, Kodak Cineon and DirecTV. K