NEW YORK: MWWPR has acquired Atlanta-based influencer marketing firm Everywhere Agency.
The deal was finalized last week, said MWW founder and CEO of Michael Kempner. Everywhere Agency’s three employees will become MWW staffers and the Everywhere Agency brand will be retired, though Kempner said MWW may still use it in some select situations.
Everywhere Agency’s client roster and intellectual property now belongs to MWW. Additionally, Everywhere Agency staffer Kelly Dye is assuming the role of VP of influencer at MWW reporting to group VP of digital strategy and head of influencer marketing Nycole Hampton and to chief digital strategist Parker Ray.
Neither Kempner nor Everywhere Agency founder Danica Kombol would discuss the financial details of the acquisition or pre or post acquisition revenues. However, MWW revenue was flat in 2019 at $42.7 million, according to the PRWeek Agency Business Report.
The deal is also the start of a Southeast presence for MWW, Kempner said.
“We will be opening a physical presence once that’s safe and appropriate with plans to expand and make Atlanta an important hub for the company,” he said. “It’s our first office in the Southeast and something we wanted to do for a long time. It was not the reason for the deal but a great benefit that comes with it.”
Kombol will not be joining MWW but will stick around to help her clients transition to the new agency.
“It’s a critical time for brands to bring the influencer marketing component into their larger marketing digital social media campaigns and MWW has the resources to do that,” Kombol said, explaining why she sold her agency.
Explaining the reasoning behind the deal, Kempner said MWW is dedicated to the influencer space and is working “aggressively” to expand its offering.
“Additionally, we are in the marketplace and we’re very active in the acquisition marketplace right now,” he said. “Hopefully we will be announcing additional [deals] soon.”
Kombol said she has purchased a red camper and plans to travel the country in it once her clients are settled in at MWW.
“As soon as my clients say they’re happy, I’m happy,” she said.