With publishers looking to e-commerce to supplement a shrinking share of ad dollars, it’s natural the advertising agencies expand their marketing abilities across shopping both online and offline. That’s the idea behind WPP Group creative shop JWT North America’s acquisition of Lunchbox, a Los Angeles marketing firm that connects brands to consumers.
Lunchbox calls itself a “shopper engagement solutions agency.” The company creates ads for online and mobile and specializes in in-store video displays. The company also brings with it retail strategy expertise and and analytics, which is de rigueur for agencies and marketers.
While parent company WPP Group has continued to be acquisitive on the digital front, JWT has been increasingly looking to do its own interactive deals. In addition to last year’s purchase of digital shop Digitaria, the agency recently agreed to sponsor the TechStars’ New York summer program as a way to build relationships with startups in the marketing space.
Terms of the deal were not disclosed. Lunchbox, which is led by CEO Adam Roe and CMO Kevin Weisberg, will retain its name, operations and staff. Roe and Weisberg will report to David Eastman, JWT North America’s CEO and worldwide digital director .