MDC Partners, a marketing and communications network with offices in New York and Toronto, announced on Monday that it has acquired a majority interest in Relevent, Tony Berger's five-year-old experiential marketing firm. Relevent—which produces and manages events for clients like Moet Hennessy, Nike, and Diesel, and is currently responsible for Heineken's four-city Inspire Tour—joins MDC's recent acquisitions, including Fort Lauderdale promotional marketing outfit Team Enterprises and PR firms Sloane & Company and Allison & Partners.
"The overall brand experience has never been more important than it is today in engaging and keeping consumers. Being relevant to consumers means understanding that consumers are constantly engaging with brands in a multitude of ways both before, during, and after entering an actual brand experience," Miles S. Nadal, chairman and C.E.O. of MDC Partners, said in a statement. "Tony Berger and his team are exceptionally adept at maximizing brand experiences across the board and offering consumers the type of interaction that create not just customers but brand ambassadors."
At this time, no operational changes are planned and Berger will retain his title as C.E.O. of Relevent.
