Interpublic has bought London-based FRUKT Communications to work alongside its sports and entertainment company Octagon. FRUKT was founded in 2001 and has worked for Coca-Cola, Southern Comfort, Diesel, Nokia and Starwood Hotels among others. It specialises in creating entertainment ideas connecting people with brands through live and digital experiences. FRUKT will keep its own brand and senior management led by CEO Anthony Ackenhoff and creative director Jack Horner (pictured).
“We have a lot of experience in creating truly meaningful engagement with passionate consumers in a world increasingly dependent on brands to create entertainment. We create and deliver big, enduring entertainment ideas and Octagon has excelled at this approach in other markets and sectors. The mutual benefits were obvious to us,” says creative director Horner.
Octagon Worldwide CEO and president Rick Dudley says: “Our ongoing investment in the entertainment and music space over the past several years has resulted in Octagon offering clients a unique blend of strategy, consumer insights and creative thinking based on our successful sports formula. The FRUKT acquisition adds tremendously to Octagon’s entertainment marketing services and strengthens our Octagon Entertainment Group.”
Octagon claims to be the world’s largest sponsorship consulting practice, managing some $3 billion in sponsorship-related spending annually. It is also heavily involved in athlete and personality management and manages more than 13,000 events a year.