|IPG’s Golin Buys Creative Agency The Brooklyn Brothers
Interpublic Group’s Golin has snapped up creative agency The Brooklyn Brothers in an attempt to bolster its PR expertise with marketing skillsets steeped in how paid and earned media work together.
The sum of the deal has not been disclosed, though it does span the creative outfit’s offices in the UK, US and Brazil that will see its 130 staff and its Hollywood writing team joint venture form a key part of Golin’s push for larger accounts that aren’t just PR-focused.
To do that, The Brooklyn Brothers will work with Golin on certain accounts as well as play a role in prospecting new business and then pitching for it. In those markets where the agency does not have a presence, it will set up within Golin’s offices as a separate unit rather than spread its members across the different teams. The thinking behind this tactic is that The Brooklyn Brothers can plug its expertise into projects as and when it's needed, something Golin wants to turn into a point of differentiation as shown by the decision to keep the brand name, albeit with a slight tweak to become: The Brooklyn Brothers, a Golin agency.
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