Interpublic Group (IPG) has acquired a stake in The Famous Group, a fan experience technology company based in Los Angeles.
Founded in 1997, The Famous Group specialises in creating mixed and augmented reality experiences for live events.
“The company has partnered with many of the world’s most iconic live event organisations to create unforgettable moments, including the NFL, NBA, NHL, Nickelodeon, WWE, and others,” IPG said.
“The Famous Group has also worked with some of the world’s most recognisable consumer brands, including Verizon and Nike.”
The collaboration will see the agency and the fan experience company create immersive, interactive experiences for clients and media partners by using The Famous Group’s technology solutions.
IPG will align the firm with Momentum Worldwide, a leading experiential marketing agency, but will still enable The Famous Group to operate under its name and work independently with existing and future clients.
READ MORE: IPG shuts down operations in Russia
“By formalising our relationship and taking a stake in The Famous Group, we can accelerate the pace at which we move to deliver the next generation of live events, with scalable technology platforms and a deeper connection to our data resources and capabilities,” IPG CEO Philippe Krakowsky said.
“Together with Jon and his teams, we can create hybrid brand experiences that engage larger audiences with personalised experiences and also drive better measurement and accountability for marketers.”
The Famous Group CEO and partner, Jon Slusser added: “I’ve experienced first-hand the strength that IPG brings to creating memorable and immersive brand experiences.”
“Innovation is at the core of both our businesses and together we will make the impossible, possible and create ‘wow’ moments for audiences and brands alike.”
Click here to sign up to Marketing Beat’s free daily email newsletter
