IPG Acquires Stake In Online Marketer Huge
This story was written by David Kaplan.
Ad holding company Interpublic Group has acquired a stake in online marketer Huge. Terms of the deal weren't disclosed. The two also didn't provide any details as to what the size of the "strategic interest" IPG is taking in Huge is. IPG, one of the top three global ad holding companies, has been fairly cautious in making digital purchases over the past year, in comparison to rivals like WPP Group and Publicis Groupe. Huge is known primarily for building websites for brands. As marketers like Nike and Converse have been relying on creating their own websites as a marketing tool, agencies have started to realize that they have to do more than provide ads and media buys. And so, in purchasing a stake in Huge, IPG is not buying another online ad agency, but trying to catch up to where its clients are headed. Release
By David Kaplan