IPG’s PR Agency Golin Acquires The Brooklyn Brothers

Deal for creative shop comes as mergers and acquisitions heat up

The mergers and acquisitions space continues to heat up. Today, Interpublic Group public relations shop Golin has acquired The Brooklyn Brothers, a creative agency with 130 employees and offices in the U.S., the U.K. and Brazil.

Executives said the deal strengthens the content marketing chops of both shops, fusing Golin's promotional and measurement acumen with Brooklyn Brothers' ability to fashion cross-channel campaigns. "If you were starting a global creative agency today, it would look like The Brooklyn Brothers," said Matt Neale, president of Golin's international operations, which span 50 offices. "They operate at the apex of paid and earned media."

Financial terms were not disclosed, though published reports have estimated the sale price at $50 million.

The Brooklyn Brothers name will remain, and founding partners Guy Barnett, George Bryant, Paul Parton and Jackie Stevenson retain oversight for operations. David Watson, the shop's original London founding partner, will stay on through year's end.

Founded in 2001, New York-based Brooklyn Brothers has created well-regarded campaigns in various media for brands such as Castrol Edge, NBC and Pepsi.

Sports marketing has been a particular strength for the shop. Its humorous ads for NBC's Premier League soccer coverage, starring Jason Sudeikis as confused, fictitious coach Ted Lasso, garnered acclaim. This week, the shop launched Major League Soccer's 2016 campaign, introducing the theme "Stand as one."

Given the climate of low rates and strong valuations, industry watchers had predicted robust mergers and acquisitions activity for 2016, and Golin's acquisition of Brooklyn Brothers is the latest in a series of deals so far this year.

IBM has been on a buying spree, bolstering its ad-tech ops by adding agencies Aperto, ecx.io, and Resource/Ammirati, and closing a deal for The Weather Company's digital properties. Meanwhile, WPP's Grey—Adweek's reigning Global Agency of the Year—bought ArcTouch, a mobile design and development studio. And independent Butler, Shine, Stern & Partners added boutique shop Union Made Creative.

@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.