RareMethod buys Axion
By Adnews Staff
Interactive agency RareMethod Capital of Calgary has purchased event marketing services firm Axion Integrated Marketing, also based in Calgary. Axion owns software that can be used to manage event photographs and post-event online communications. The purchase price includes common shares and the assumption of debt, plus future shares based on revenues over the next three years. "Like interactive marketing, event marketing is a rapidly growing sector with highly fragmented competition," said RareMethod president Roger Jewett. "Axion's business is a natural extension of our existing interactive marketing business, as its software is used to initiate online communication with event guests. We intend to cross-sell RareMethod creative and interactive marketing services to Axion's clients as well as grow Axion's sports and event marketing business by integrating their proprietary software into campaigns for RareMethod's clients." Axion clients include FedEx, MCI, Ford, and the Champ Car World Series. According to RareMethod, the firm's average annual revenue is approximately $400,000.