IPG Mediabrands has snapped up Stickyeyes group, in a bid to increase its foothold in the digital arena.
The deal, which has been reported to be worth up to £20m, will see the media company take control of the business – which comprises Stickyeyes and its content marketing service Zazzle Media.
IPG Mediabrands has said it hopes the acquisition will give it a tighter grip on the digital marketing industry and "strengthen" its existing expertise in search and social.
Stickyeyes provides creative search and content marketing, influencer engagement and video production services and has over 140 employees across the group’s offices in Leeds, Peterborough and London. Clients include Staples, Hertz and Superdry.
"Our clients expect the best digital strategy and deployment expertise so digital leadership is imperative for us," said Henry Tajer, global chief executive of IPG Mediabrands.
"This acquisition is evidence of our commitment to our clients’ needs and continues the momentum following our purchase of Mubaloo, the enterprise level mobile technology business. Today, over two thirds of our UK talent are now full-time digital experts."
Craig Chalmers, Stickyeyes group chief executive, said it was "obvious" when the digital shop first met with IPG Mediabrands that the pair's ambitions were aligned.
"Their expertise in communications strategy, media planning and buying, programmatic and data will combine seamlessly with our audience-focused digital engagement approach," he added.
“This is an incredibly exciting time for everybody involved. There are huge opportunities for not only everyone within the Stickyeyes Group, but clients throughout the IPG Mediabrands group."
IPG Mediabrands was established to manage Interpublic Group's global media assets, which amount to $37bn in marketing investment. The acquisition marks the latest industry tie-up including Jay Wing's recent purchase of Bloom.