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NEW YORK Sapient is making a big play into the agency space by paying $50 million to acquire Nitro Group.
The deal will instantly transform Sapient from a shop primarily known for its Web design and infrastructure business into a through-the-line shop with deep technology chops. The company plans to maintain two agency brands, Sapient Interactive and Sapient Nitro, while sharing technology, strategy and other capabilities.
“What clients want is a digitally centered agency that has traditional capability,” said Gaston Legorburu, worldwide creative officer at Sapient.
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