LOS ANGELES: Ketchum Entertainment Marketing (KEM) has shored up its raft of talent by acquiring Entertainment Marketing Partners (EMP).
The deal strengthens KEM's core capabilities and is expected to grow the Omnicom-owned business more than 20%.
Financial terms of the agreement were undisclosed.
Founded in April 2004 by brothers Erik and Mark Stroman, EMP's areas of expertise include branded content, media leveraging, studio partnerships, promotions, and production and program development.
Mark Owens, KEM co-MD, said that the GMP name will not continue to exist as an agency brand.
Joining KEM co-MD Tom Freydl in New York is Mark Stroman, who has been appointed EVP in the "fusion" arena. He will focus on media leveraging and content integration.
Erik Stroman joins Owens in LA as EVP of partnerships and sponsorships. Also making the transition to KEM are EMP MDs Richard Ouynag in New York and Eugene Choi in LA.
EMP accounts, which include Activision, Major League Soccer, and the Las Vegas Convention and Visitors Authority (handled in conjunction with R&R Partners), will roll into KEM's roster.
Said Owens, "This is about the overall organization being able to deliver more, [so] brands can envelop consumers."