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Lucidia buys Salt & Pepper
By Adnews Staff
Lucidia, an advertising agency based in Sault Ste. Marie, ON, has acquired Toronto-based digital firm Salt & Pepper. The two companies will merge into a single entity that will operate as Lucidia and will maintain offices in both cities. The two companies have a combined staff of 35. Salt & Pepper president Blake Armstrong will take on the position of director strategy and planning at Lucidia. Salt & Pepper founder and chief creative officer Joe Paonessa will depart the firm.
"The merged team has incredible depth in terms of experience, skills and creative and strategic thinking," said Armstrong. "Together there are very few projects that we can't tackle."
Salt & Pepper's client list includes Nickelodeon, Marc Angelo Foods, and Le Chateau. Lucidia's clients include the PGA of Canada, Ontario Tourism, FRHI Hotels & Resorts, Meridian, Community First and DUCA.