IPG Buys Digital Shop Huge | Adweek
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IPG Buys Digital Shop Huge

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NEW YORK Interpublic Group has taken a majority stake in Huge, a Web design firm based here.
 
IPG now owns 51 percent of the digital agency, which has 130 employees and offices in New York's Brooklyn borough, Los Angeles, Atlanta and London. Huge specializes in building transactional Web sites. Founded in 1999, the shop has worked for JetBlue, Ikea, Nokia, AOL, British Airways, Scholastic and Warner Music Group, among others.
 
IPG CEO Michael Roth disclosed the acquisition during the holding company's second-quarter earnings call.
 
"We see significant opportunities for Huge to partner with our agencies, expand its geographic footprint and deliver their unique processes and e-commerce platforms to many of our clients," Roth said.
 
Huge will continue to operate independently under partners David Skokna, Sasha Kirovski, Gene Liebel and Aaron Shapiro.
 
The shop is IPG's second acquisition in the digital arena in recent years. In April 2007, it bought search specialist Reprise Media. Its other digital holdings include R/GA and the interactive arms of its traditional agencies.

Typically, deals in which IPG takes a majority stake increase to 100 percent within five years.

IPG recently dismantled its Futures Marketing Group, which housed Reprise Media and managed the IPG Media Lab and its investments in Facebook and Spot Runner.