Sparkpr acquires Socialarc to enhance digital offerings

Through the deal, which is Sparkpr's first acquisition, Socialarc has rebranded as Spark's Digital Services group.

(L-R): Sparkpr CEO Alan Soucy and Socialarc's Aaron Mann
(L-R): Sparkpr CEO Alan Soucy and Socialarc's Aaron Mann

SAN FRANCISCO: Sparkpr has acquired agency Socialarc as it looks to expand its digital and social media services.

Through the deal, which is Sparkpr’s first acquisition, Socialarc has rebranded as Spark’s Digital Services group. Aaron Mann, former Socialarc CEO, is running the newly launched group within the firm.  

"We immediately deepened our expertise in and around social media, and Socialarc brought along some capabilities in creative, website development, graphic design, microsite development, and some initial analytics," explained Spark CEO Alan Soucy.

In addition to expanding Spark’s digital offering, the acquisition bolstered the firm’s team, with Socialarc’s 15 staffers coming onboard. Socialarc’s team will remain in its office in Emeryville, California.

Spark’s revamped digital group is now working on Socialarc’s clients, including projects with Visa, Walmart, Trulia, and Symantec. Soucy said the firm had no client conflicts following the merger, which became official about two months ago.

The idea for the acquisition came up when Spark and Socialarc worked together on some projects at the beginning of the year, Soucy and Mann explained. The agencies had joined forces on brands including Verizon Ventures, Underwriters Laboratories, and Sutter Home, said Mann.

Mann added that the firms have already proven that they can work together on accounts, so the main goal is to deliver integrated services for clients "even faster and better."

Financial terms of the deal were not disclosed.

Donna Sokolsky, founder and senior MD at Spark, said the acquisition has "allowed [the agency] to evolve as the earned and owned content lines continue to blur."

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