MDC Partners buys into Relevent
MDC Partners has acquired a majority interest in experiential marketing firm Relevent, based in New York. The agency specializes in strategy development, branded entertainment, event production, creative development, digital communications and social media activities. Its client list includes Nike, Heineken, Victoria's Secret, Renaissance, Gilt Groupe, Diageo, Conde Nast Digital, Moet Hennessy and William Grant & Sons. "The overall brand experience has never been more important than it is today in engaging and keeping consumers," said Miles Nadal, chairman and CEO of MDC Partners. "Being relevant to consumers means understanding that consumers are constantly engaging with brands in a multitude of ways both before, during and after entering an actual brand experience. Tony Berger and his team are exceptionally adept at maximizing brand experiences across the board and offering consumers the type of interaction that create not just customers but brand ambassadors." No financial details are available.