Emanate launches in Boston following Topaz merger

BOSTON: Emanate, an Omnicom Group agency, has opened an office in downtown Boston following its merger with technology communications firm Topaz Partners earlier this year.

BOSTON: Emanate, an Omnicom Group agency, has opened an office in downtown Boston following its merger with technology communications firm Topaz Partners earlier this year.

At the time of the merger in April, Topaz Partners, which has a team of 12 staffers, was based in Woburn, Massachusetts, and Emanate did not have an office in Boston. Financial terms of the deal were not disclosed.

The Boston operation is being managed by Tony Sapienza, now MD of technology at Emanate and founder of Topaz Partners. Some of the clients Topaz brought to Emanate include Black Duck Software, Fairchild Semiconductor, IDG, and Enservio.

“From a Topaz perspective, we saw the technology marketplace changing and integrating more and more with other industry segments, such as financial services and consumer, and this allows us to really accelerate the integration of our technology expertise into some of these other areas,” explained Sapienza.

He added that Emanate saw Boston and New England as a region with a lot of potential, and the two firms are now collaborating on some accounts.

“Emanate noticed that technology was playing more and more of a part in some of its traditional, non-technology clients, such as Bank of America, where we could lend some technology expertise,” he said.

Moving to downtown Boston will help “strengthen the match-up” between Emanate and Topaz, said Sapienza, because it sits in the city's Innovation District, giving access to new businesses, financial services, consumer marketing, healthcare, technology, and travel and tourism.

Now part of Omnicom, the merger also enabled Topaz, which was founded in 2001, to tap into assets such as research, training, and human resources that are not necessarily available to smaller agencies, he added.

Sapienza will focus on expanding Emanate's Boston and New England presence by hiring additional staffers and bringing on new clients.

In addition to Bank of America, Emanate's clients include Philips, Celebrity Cruises, Hilton Garden Inn, and KFC, which it won following an RFP in April.

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