MDC Partners experiential agency TEAM has bolstered its multicultural offerings with the acquisition of Houston-based full-service multicultural experiential agency 20.10, which will now operate as a division of TEAM.
TEAM currently has a client roster that includes MillerCoors, Bacardi, Spotify, Facebook, Mini and Lavazza. The acquisition of 20.10 is designed to help both agencies keep up with growing client demand for experiential advertising at greater scale across diverse audiences.
“TEAM has a solid track record of sparking market trends and was a natural partner for expanding our reach,” 20.10 founder and co-owner David Anderson III said in a statement. “20.10’s success is rooted in the belief that the best way to connect with consumers is not just to make potential customers aware of a brand or product, but to actually bring the product to the public in a way that starts a trend.”
20.10 works with clients including Boost Mobile, Bacardi, Heaven Hill Distillery and the Houston Astros and is led by Anderson and co-owner David Aikens, who joined the agency in 2015.
“As the fabric of America changes, multicultural audiences are increasingly becoming the general market,” TEAM president Sean O’Toole said, “which is why we are integrating with 20.10 to deepen the expertise we bring to creating total brand experiences for modern marketers.”