Summary:

Despite the emergence of larger display formats that are meant, in part, to foster more creativity, most online advertising is still keyword…

Nick Brien

Despite the emergence of larger display formats that are meant, in part, to foster more creativity, most online advertising is still keyword-based and therefore pretty bland. IPG agency McCann Worldgroup hopes to improve its online ad creative abilities with the acquisition of AllofUs, a UK-based interactive design shop.

“The proliferation and adoption of new interactive technologies has advanced at a rate faster than anyone could have predicted, with the boundaries between digital and traditional engagement blurring completely,” said Nick Brien, McCann Worldgroup’s CEO, in a statement about the acquisition.

Terms of the deal weren’t disclosed.

For AllofUs, which works on accounts for BBC, BSkyB (NYSE: BSY), Canal+ and Xbox, being aligned with one of the largest ad agencies means being able to expand its global reach beyond. Initially, AllofUs will work closely with the McCann Worldgroup UK offices, McCann London, MRM London and Momentum London. They’ll also partner with McCann NY and London CCO Linus Karlsson and Matias Palm-Jensen, McCann Erickson’s Chief Innovation Officer for Europe.

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