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Vital Opens Southeast Outpost

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ATLANTA Vital Marketing, which specializes in experiential marketing to ethnic and youth groups, has opened an Atlanta office, its first branch outside New York, the shop said.

Vital Marketing opened the outpost on the heels of its acquisition of Atlanta-based Indigo Productions last month. Indigo had been in business 10 years, most recently as publisher of Lyric, the in-flight magazine of Delta Air Lines' Song subsidiary. The founder and CEO of Indigo, Rita Brooks, becomes senior vice president of business development at Vital Marketing Atlanta.

The office opens with two accounts: the U.S. Army and Allstate Insurance. Brooks said she is looking for new business throughout the Southeast for the office.

The purchase of Indigo Productions expanded Vital Marketing's experience with experiential marketing, custom publishing and design for point-of-purchase signage, Brooks said. She also plans to use the company's ethnic marketing experience to attract more Hispanic clients in the Southeast and offer the shop as a partner to general marketing agencies that need work for the minority and youth markets.

"We are very excited about potential business which exists in Atlanta and throughout the entire Southeast and Southwest regions," said Joseph Anthony, CEO of Vital. "While all the big agencies have a footprint in the market, we feel that, like in New York, our expertise within the experiential and multicultural niche will make us a favored partner from both the client and large agency side."

Vital Marketing's clients in New York include Boost Mobile, Coca-Cola, Motorola and Nintendo. The independent shop reported revenue of $20 million last year.