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SapientNitro announces acquisition of Brazillian agency iThink

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By Ishbel Macleod, PR and social media consultant

January 16, 2013 | 2 min read

SapientNitro has today announced the acquisition of 81 per cent of Brazillian digital agency iThink.

The move marks the extension of SapientNitro into the Latin American market.

Gaston Legorburu, worldwide chief creative officer of SapientNitro, said: “Both SapientNitro and our clients are focused on the importance of the Brazilian market. But beyond that, the region has a well-deserved reputation as a tremendous source of creativity. Some of the best work in the world is imagined in Brazil, and iThink has been at the forefront.

“iThink shares our passion for redefining storytelling for an always-on world and is the most recent in a series of great creative additions to SapientNitro as we move toward building a world-class, global creative agency in the age of the connected consumer.”

iThink is led by Marcelo Tripoli, who was cited as the most prominent digital professional by Brazil’s top advertisers in a 2011 Advisors Group Digital Scope survey.

Tripoli said: “In today’s always-on world, brands need to do much more than push out ads.

“Our culture has always been about transforming our clients’ businesses by creating engaging interaction between their brands and consumers. In SapientNitro, we found a kindred spirit that recognizes that digital is not just one more outlet, but increasingly the center of a consumer’s behavior. Reaching today’s evolved consumer involves creating multi-dimensional experience spaces that connect to human emotions.”

Pátria Investimentos Ltda. and Blackstone Advisory Partners L.P. acted as the exclusive financial advisors to Sapient in connection with the transaction.

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