Jack Morton announces Geniune Interactive acquisition

Brand experience agency Jack Morton has acquired American mobile and social business Genuine Interactive in a bid to strengthen its digital expansion.

Jack Morton's CEO and chairman Josh McCall
Jack Morton's CEO and chairman Josh McCall

The acquisition will see the events company, which is owned by Interpublic Group of Companies, seamlessly connect clients with consumers.

Genuine Interactive will continue to manage its offices in Boston, Massachusetts, when it joins Jack Morton Worldwide as a fully-owned division. Jack Morton has said the acquisition is the "foundation of the company’s digital expansion".

Josh McCall, chief executive and chairman of Jack Morton, said: "Adding digital, social and mobile to live brand experiences isn’t an option anymore – it’s required and expected.

"Although we’ve been on this path for quite a while, we need to continue to evolve and grow digital, social and mobile on a larger scale. Genuine Interactive is the perfect partner to help us expand this vision of a digitally-enabled brand experience agency, and allows us to create a powerhouse of two incredibly talented and creative teams."

John Grayson, chief executive of Genuine Interactive, added: "We help our clients be more successful in the age of engagement - and by joining Jack Morton, we make a big leap in how engaging we can be across every touchpoint.

"As agencies we both believe that the best brand experiences are seamless and integrated. We’re also a firm of innovators, from our client work to our experiential labs initiative, where we invent new technology solutions to emerging consumer needs - and that complements Jack Morton’s entrepreneurial history and culture."   

Comment below to let us know what you think. 

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @dollydeighton