MDC Partners buys Capital C Communications, Kenna
By Adnews Staff
MDC Partners of New York has acquired from Newport Partners Holdings a majority interest in Toronto-based advertising and marketing services agency Capital C Communications. The agency's client list includes PepsiCo Food & Beverages Canada, Sun Life Assurance Company of Canada, Scotiabank, Nissan Canada, Andrew Peller, Cineplex Entertainment, Unilever Canada, McCain Foods, Maple Leaf Foods, Sun Products and SC Johnson & Son. Its services include strategy development, advertising, branding, consumer monitoring, digital activities and media work. "There has never been a more critical time for marketers to harness the power of big ideas and utilize every tool and platform at their disposal, from digital technology to public relations to consumer insights and research to experiential marketing to social media, in order to deliver the highest level of immersive brand engagement and interaction with consumers," said Miles Nadal, chairman and CEO of MDC Partners. "We will build upon the extraordinary momentum that Capital C has established, enabling our clients to maximize the opportunities that the changing media landscape and convergence affords." No financial details are available.
MDC Partners has also acquired a majority interest in data analytics and marketing firm Kenna, based in Mississauga. This stake was also purchased from Newport Partners Holdings. Kenna specializes in hosted sales and marketing services. Its clients include BASF, Infiniti, Nissan, CIBA Vision, UFA, Investors Group, Wrigley and MBNA. "Marketing is rapidly shifting from episodic communication to continuous customer interaction and experience management," said Glenn Chilton, president and CEO of Kenna. "Our technology solutions, analytics and unique direct response and digital interaction capabilities have achieved great success in driving increased sales and steadily improving return on marketing investment for our clients. We believe that with MDC as our new strategic partner we will be able to dramatically enhance the level of sophistication of our offering and our geographic footprint in the years ahead." No financial details are available.