MDC Invests in Banjo

LOS ANGELES MDC Partners this week acquired a majority stake in entertainment marketing firm Banjo, a company representative said.

This marks the first venture into the entertainment branding field for the growing Toronto-based holding company, which provides advertising and communication services to clients via a network of agencies spearheaded by Miami’s Crispin Porter + Bogusky.

San Francisco-based Banjo, which has produced product-driven content for clients including General Mills and Unilever, is best known for its 2003 television documentary created for sporting goods manufacturer The North Face. Hosted by musician-actor Sting, the five-part series documented the global adventures of a small group of North Face-sponsored athletes.

Headquartered in Toronto, MDC Partners has been actively expanding its California presence over the past few months. The company acquired San Diego advertising agency Vitro Robertson in July, and MDC-owned promotions firm Source Marketing, New York, said this week it would launch a West Coast operation. The new office will be overseen by Kristen Daniels, previously an independent consultant and account director at Dentsu marketing firm Tipton & Maglione, New York. As a Source vice president, Daniels will report directly to president Howard Steinberg.