BOSTON Waggener Edstrom Strategic Communications has purchased Maloney & Fox, a consumer-focused marketing company in New York.
"We have been doing consumer PR for 20 years, but we wanted to expand our capabilities [in that area]," said Katie Kemp, evp at the independent Portland, Ore.-based Waggener Edstrom. "We loved the idea of having a New York presence."
Both agencies will maintain their distinct brands and leadership teams. Founding partners Brian Maloney and Margie Fox are co-presidents and executive creative directors. Melissa Waggener Zorkin is the founder, president and CEO of Waggener Edstrom. Terms of the deal were not disclosed.
"Maloney & Fox blends innovation with results and a client-centric discipline that mirrors our own," said Waggener Zorkin.
Maloney & Fox, launched in 1997, specializes in media relations and consumer, viral, promotional and guerilla marketing. Clients have included Shutterfly, Duracell, ESPN and Amazon.com.
"Over the last few years, we've been very circumspect about prospective suitors," said Maloney, co-founder of Maloney & Fox. "We've always been cool about being a single agency and thoroughly enjoyed everything great about being on our own. ... Waggener likes us for who we are and we hold them in the highest of regard. They're smart, hard-charging, inspiring and fun people."
Waggener Edstrom's client roster includes Advanced Micro Devices, Alcatel, MasterCard International and Vignette Corp. With European headquarters in London, the Portland firm also maintains offices in Boston, San Francisco, Austin, Texas, and Stamford, Conn.