NEW YORK: Peppercomm has acquired boutique agency Janine Gordon Associates and created a specialty group called JGAPeppercomm that focuses on the consumer lifestyle, luxury, and nonprofit sectors.
The deal closed last week. Janine Gordon, founder, president, and CEO of the eponymous firm, is serving as president of JGAPeppercomm.
Janine Gordon's nine staffers have also joined the specialty unit at Peppercomm. The team is expected to move into Peppercomm's New York office later this month, bringing the office count up to 70 employees and the agency's total staff to 76. Peppercomm also has offices in San Francisco and London.
JGAPeppercomm will offer a range of integrated marketing services, such as traditional PR, social media, branding, experiential, crisis communications, celebrity endorsements, strategic alliances, licensing and creative services, and market research.
Gordon said Ed Moed, co-founder and managing partner of Peppercomm, approached her last April with the idea for the acquisition.
The consumer category is “critical” for Peppercomm, Moed said. One of the firm's goals over the next few years is to enhance its abilities in the core areas where it specializes, he added.
“We realized that to get deeper in lifestyle, nonprofit, luxury, health and beauty, and travel and tourism we really needed to find the right partner that exclusively focuses on these areas, thinks like we do, has a very creative culture, and can create a great meld into one team, and that is Janine Gordon Associates,” Moed said.
No client conflicts have emerged from the acquisition, Gordon said. Janine Gordon's clients include Kiehl's Since 1851, Texas de Brazil, Sunrise-Soya Foods, Del Mar Development, and Chanel division Holland & Holland. Peppercomm's consumer clients include Mini Cooper, WebMD, Smithfield Foods, and Lincoln Financial Group.
Gordon said her staffers will continue working on the accounts they were handling before the acquisition, but clients will have “everything Peppercomm has to offer” as well. Bringing the two agencies together also helps Peppercomm work with clients to better understand their audiences and find solutions to engage them, Moed said.
Financial terms of the deal were not disclosed.