Republik Buys Into Rubberneck

ATLANTA The Republik has acquired a 50 percent stake in Rubberneck, an entertainment programming distributor, the agency said.

The Los Angeles-based company becomes a subsidiary of the Chapel Hill, N.C., advertising agency. Rubberneck’s CEO, Kurt Volken, will retain his title.

Rubberneck develops film, video and audio content for national distribution in disc and tape formats.

Republik’s premier project with Rubberneck, already in progress, will be an audio CD titled “Sounds of Bald Head Island.” The environmental soundtrack features recorded surf, wind and wildlife of the Outer Banks Resort, a Republik client.

The deal offers clients a unique channel in which to engage consumers, according to agency CEO Robert Shaw West. “We foresee entertainment branding as a powerful complement, or even, in some cases, alternative to traditional advertising,” West said.

Financial terms were not disclosed.