IPG has acquired a stake in fan experience technology company The Famous Group, to deliver the next generation of live events as consumers return from the restrictions of the pandemic.
The terms of the acquisition were not revealed.
The Famous Group, founded in 1997, is an innovator in the creation of mixed and augmented reality experiences for live events.
The company has partnered with many of the world’s most iconic live event organisations including the NFL, NBA and Nickelodeon. The Famous Group has also worked with some of the world’s most recognisable consumer brands, including Verizon and Nike.
The Famous Group will now partner across the IPG portfolio to create immersive, interactive experiences for clients and media partners through its innovative technology solutions.
It will be aligned with Momentum Worldwide, an experiential marketing agency, but continue to operate under its agency name and retain its ability to work independently with existing and future clients, .
IPG CEO Philippe Krakowsky: “By formalising our relationship and taking a stake in The Famous Group, we can accelerate the pace at which we move to deliver the next generation of live events, with scalable technology platforms and a deeper connection to our data resources and capabilities.
"Together with Jon (Slusser) and his teams, we can create hybrid brand experiences that engage larger audiences with personalised experiences and also drive better measurement and accountability for marketers."
Jon Slusser, partner and CEO, The Famous Group: “I’ve experienced first-hand the strength that IPG brings to creating memorable and immersive brand experiences.
"Innovation is at the core of both our businesses and together we will make the impossible, possible and create ‘wow’ moments for audiences and brands alike."
Chris Weil, chairman and CEO, Momentum Worldwide: “The Famous Group has been creating outstanding work in the mixed reality and live events space and our partnership will blend metaverse and physical experiences at scale, bringing the next level of experiential marketing to our clients and the industry."
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.