- Digital marketing agency Mod Op has acquired Philadelphia-based creative agency Red Tettemer O’Connell + Partners (RTO+P), in line with a release. Terms of the deal weren’t disclosed.
- RTO+P will function Mod Op’s creative engine, boosting its existing services on this area. At the identical time, the deal extends Mod Op’s capabilities into areas like social media, experiential marketing and content production.
- The news sees Mod Op complementing areas of experience, like data science, digital services and artificial intelligence (AI) capabilities at a time when pure-play digital agencies are looking for a degree of differentiation.
Like Globant’s deal for Gut late last yr, Mod Op’s acquisition of twenty-plus-year-old independent shop Red Tettemer O’Connell + Partners highlights the difficulties independent creative and digital agencies face attempting to make it on their very own. As AI and other data-driven tools turn into more deeply embedded inside marketing, the road between “traditional” and “digital” is blurring and clients expect to see tangible results from their creative approaches.
“Client demands are changing quickly,” said Mod Op CEO Eric J Bertrand, in a release. “Brands need more than data to achieve success. They must have the opportunity to use creative pondering to leading-edge insights to generate breakthrough strategies and campaigns. The addition of RTO+P expands our creative capital and empowers clients to comprehend the total value of their digital investment.”
The expansion of low-cost AI content is predicted to deepen the necessity for differentiation and result in an increased deal with creativity, Forrester asserted in its 2024 agency predictions. Those pressures could also be one reason why agencies like Mod Op and Globant have been looking out for creative acquisitions. Pure-play digital agencies could eventually disappear from the marketplace altogether under the present market conditions, Forrester predicted.
RTO+P’s experience includes producing creative campaigns for clients corresponding to Dietz & Watson, Stanley Black & Decker, MetLife and Nestle’s Nesquik. The acquisition may also brings social media, experiential marketing and content production know-how. By combining RTO+P’s creative approaches with Mod Op’s data science tools, agency executives consider they are going to unlock “a latest level of data-driven creativity, ultimately delivering more resonant brand ideas that drive results for clients,” in line with a release.
Mod Op has been on a little bit of an acquisition spree of late. In Q4 2023, the agency acquired public relations firm Crenshaw Communications, in addition to digital transformation consultancy dPrism.
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