Momentum UK snaps up Greenroom Digital

Momentum has bought one of London's leading creative digital agencies, Greenroom Digital, and social media sister company, Entertainment Intelligence, to strengthen its integrated digital capability.

The acquisition was announced by Momentum Worldwide CEO Chris Weil, who explained that the aim was to strengthen the integrated digital capability the agency offers its blue-chip roster of clients, including American Express, Cereal Partners Worldwide, Boots, Intel and Microsoft.

Greenroom Digital and EI provides a full-service digital marketing capability specialising in content creation, storytelling and the dissemination of content.

The award-winning agency was founded in 2000 by brothers Jon Hamm and film director Nick Hamm to service and facilitate the emerging digital marketing requirements of the film industry.

Greenroom Digital and EI grew to become a leader in applying the discipline of content and storytelling to marketing on the internet, and its ever broadening client base now includes 20th Century Fox, Paramount Home Entertainment, Sony Pictures Home Entertainment, Optimum Releasing and EnjoyEngland.

The agency is currently shortlisted for the 2008 British Video Association "Agency of the Year" award.

"The acquisition of Greenroom Digital and EI represents a key step in our strategy to build digital content and storytelling into our integrated offering," said Weil.

"Greenroom Digital and EI are ideally placed to help us connect the dots between the physical and digital spaces, which has increasingly become a key client requirement.

"We believe that storytelling for brands is the future: it is a vital component in forging true engagement and creating an emotional bond with consumers in both the physical and digital spaces".

Weil added: "Greenroom Digital and EI came to our attention through a Hollywood connection, where we have an established business in the film and entertainment industry.

"It's a perfect cultural fit, and we have no doubts that it will make an invaluable contribution to our single global agency offering".

"We are delighted to be joining Momentum Worldwide," said Greenroom and EI founder Nick Hamm.

"We have been successful in pioneering a marketing technique which is closing the circle on content creation and marketing on the internet.

"We were actively looking for a partner organisation that shared our vision, could complement our digital offering, and would help deliver the next stage of growth".

Nick and Jon Hamm will share the title of head of digital.

In addition, Jon will be co-executive creative director with Daniel Hennessy, ECD of Momentum UK.

The entire Greenroom staff of 50 will begin moving into Momentum's offices in the coming months.

Jon Hamm said: "The opportunity to deliver digital thinking in the physical space is not only creatively exciting but also confirms Greenroom's and Momentum's position as a leader in the development of new marketing techniques.

"When we started Greenroom, digital media was confined to the browser; today it is integrated seamlessly into our lives.

"This integration or fusion of the two worlds provides agencies, brands and consumers with almost limitless opportunity.

"The new agency is perfectly set up to exploit this opportunity and provide an offering significantly greater than the sum of its parts".

Paul Biggins, CEO of Momentum London, said: "We are hugely excited to have Greenroom Digital and EI join Momentum London.

"Nick and Jon have created an extremely successful company with a great culture.

"They have fantastic experience and skills, which will help extend the breadth and depth of our current digital capabilities".

Momentum Worldwide leverages the strength of its 2,000+ employees at 77 offices in 51 countries to deliver world-class global marketing programmes for its blue-chip clients including Coca-Cola, Anheuser Busch, Intel and Microsoft.

Key accounts in the UK include American Express, Bacardi, Boots, Buena Vista, Cereal Partners Worldwide, L'Oreal, Martini, Mini, Reebok, Royal Bank of Scotland, Sainsbury's, and Unilever.

In addition, industry leader PMK/HBH, the firm's public relations and entertainment marketing agency, manages media relations and entertainment strategy for some of the world's most well-known celebrities, athletes and corporations.

Momentum Worldwide is part of the McCann Worldgroup, the world's largest marketing communications network, housed in Interpublic Group.

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