Dentsu Aegis Network Acquires Swirl
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Dentsu Aegis Network today announced the acquisition of Swirl, one of the leading independent marketing firms on the West Coast. Swirl will become part of global award-winning creative agency mcgarrybowen, expanding the agency’s capabilities in digital and social-first marketing, branded content, and eCRM.
Swirl is a digital-first, full-spectrum ideas agency based in San Francisco that lives at the intersection of innovation, technology, and human engagement. Founded in 1997 by entrepreneurial partners, the agency has grown to more than 175 people, serving a range of top clients, including Microsoft Stores, CA Technologies, Juniper Networks, eBay, and HTC. San Francisco Business Times ranked Swirl as the largest independent ad agency in San Francisco and SF Weekly named it the best.
Simon Pearce, mcgarrybowen US CEO said, “When we engaged in our initial discussions with Swirl, we were attracted to their human-based insights and how they create meaningful interactions with today’s consumers.” He explained,“Swirl’s strong data-driven approach and unique digital execution combined with mcgarrybowen’s Big Organizing Ideas and brand platform thinking take us to new heights. Together we will elevate the way we build brands, and our clients will benefit with a higher return on their marketing investment.”
Swirl Co-CEO John Berg said,“We have long admired mcgarrybowen because of their reputation in building creative platforms for some of the world’s most beloved and iconic brands. We are excited about the end-to-end capabilities of our combined agencies.”
“With Swirl joining the mcgarrybowen family, we are now poised to deliver even greater creatively led solutions to the business challenges facing today’s CEOs and CMOs in an increasingly digital economy,” said Nick Brien, CEO, Dentsu Aegis Network Americas. “With strong work for its growing clients, mcgarrybowen has terrific velocity, and Swirl is the perfect complement, culturally and creatively, to accelerate continued growth.”
Following the acquisition, Swirl will be named Swirl mcgarrybowen. Berg will continue his role as Co-CEO, President of Swirl mcgarrybowen, reporting to Pearce. Tom Sebastian will maintain his role as Co-CEO, and will take on the added role of Global Head of Content for mcgarrybowen, while Tasha McVeigh, will continue in her current role as Chief Culture Officer. Swirl founder, Martin Lauber, will focus on business development and any strategic integration of his other investments. Swirl will remain in its current location in the Presidio section of San Francisco.
The addition of Swirl strengthens mcgarrybowen’s West Coast presence and creates synergies with mcgarrybowen’s successful San Francisco office, which serves key clients, Intel and Clorox, among others. mcgarrybowen’s global network has 12 offices, including New York, Chicago, San Francisco, London, Amsterdam, Paris, Mexico City, São Paulo, Shanghai, Honk Kong, Singapore, and Bangalore.
MediaLink was a strategic partner to mcgarrybowen in the acquisition. Financial terms of the transaction were not disclosed.
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For further information contact:
Belle Lenz
Communications Director, Americas, Dentsu Aegis Network
T: +1.646.742.5029
Rosemary Abendroth
Agency Communications, mcgarrybowen
M: +1.612.877.0380
E: rosemary.abendroth@mcgarrybowen.com
About Dentsu Aegis Network
Part of Dentsu Inc., Dentsu Aegis Network is made up of ten global network brands - Carat, Dentsu, dentsu X, iProspect, Isobar, mcgarrybowen, Merkle, MKTG, Posterscope and Vizeum and supported by its specialist/multi-market brands. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with more than 40,000 dedicated specialists. www.dentsuaegisnetwork.com
About Swirl
Founded in 1997, Swirl is a full-spectrum digital agency. Based in San Francisco, Swirl architects human experiences that transform businesses and build brands. Swirl’s unique approach of “human-first”—leveraging data, technology and creativity delivers real-world results all driven by an agile culture that values talent and compassion. Their blue-chip clients trust them to transform their businesses in the digital age.
About mcgarrybowen
mcgarrybowenis a global, full-service, integrated marketing communications agency network headquartered in New York with offices in Chicago, San Francisco, London, Paris, Amsterdam, Mexico City, São Paulo, Shanghai, Honk Kong, Singapore, and Bangalore. Part of the Dentsu Aegis Network, the agency was founded in 2002 on a simple request to clients: “Give us your biggest challenge.” mcgarrybowen has grown to become one of the most successful agency start-ups ever, earning “Agency of the Year” honors three times from Ad Age and Adweek, and was Ad Age’s “2017 Comeback Agency of the Year.” Famous for Big Organizing Ideas and results-driven creative campaigns, mcgarrybowen counts some of the world’s most iconic companies as its clients, including Intel, American Express, Disney, JCPenney, The Clorox Company, The Kraft Heinz Company, Mondelēz International, Marriott, United Airlines, Chevron, Northrop Grumman, Hallmark, and Crayola.