In a move that demonstrates media shops are eager to beef up their social credentials, Interpublic Group of Cos.' MediaBrands has acquired Seattle-based social-media-shop Spring Creek Group.
The move means Spring Creek will fall under the Mediabrands umbrella along with Interpublic media agencies Universal McCann and Initiative . The 30-person social-media shop lists as clients Microsoft, U.S. Bank, Best Buy and HTC, among others. It's a small firm; according to Inc.com, the five-year-old firm achieved $4.3 million in revenue in 2010. Mediabrands would not disclose its valuation. As part of the deal, Spring Creek will remain headquartered from its Seattle office and expand its presence to New York.