WPP’s JWT New York, a traditional shop more associated with the Mad Men era as opposed to the new media age, has acquired online ad agency Digitaria. Terms weren’t disclosed. For the past year, WPP Group has concentrated most of its digital acquisitions in emerging markets. But occasionally, a U.S. company catches its eye.
For whatever reason, Digitaria, a 100-person shop founded in 1997, was not snapped up during the interactive ad agency buying binge that seized ad holding companies WPP and Publicis Groupe three years ago. But JWT New York has finally decided that “digital” needs to be at its core, so it bought the interactive shop, which is headquartered in San Diego and has offices in Dallas, Los Angeles and New York. Terms were not disclosed.
While JWT will seek to tap Digiteria’s expertise, the interactive holding’s brand will remain distinct. CEO Dan Khabie will keep his title as well and will report to JWT North America CEO and Worldwide Digital Director David Eastman.

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