IPG Unit Golin Acquires Brooklyn Bros.

The Brooklyn Brothers — a fast-growing independent known for award-winning “paid” and “owned” media campaigns for brands such as NBC and Pepsi — has been acquired by one of the dominant players in “earned” media, Interpublic public relations division Golin. The deal is significant, because Golin’s goal is to create a new kind of integrated marketing services organization leveraging the art, craft and science of each model to keep brands relevant in a world in which conventional paid media — you know, advertising — seems to be waning.

It also marks the first time one of the major holding companies’ PR divisions has acquired a full-service creative shop, which likely will lead to some interesting conversations with other IPG agencies like Deutsch, FCB, Martin and McCann, which also pitch integrated approaches, but which generally lead with conventional advertising models.

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