Salt XC acquires Nectar First
By Derek Winkler
Toronto-based marketing agency Salt XC has acquired Nectar First, an advertising technology and media company also based in Toronto. Nectar First will become a new division of the agency called Salt Media. It will specialize in data, automation and technology services. Jordan Bortolotti, formerly CEO of Nectar First, will become president of Salt Media.
“There’s a generative revolution underway and it’s no secret that many brands are rethinking their relationships with their current media agency,” said Bortolotti. “This moment calls for bold new models, but we hope to collaborate with our clients and build them together based on specific needs. Salt and Nectar were both created for this era and hardwired to move the needle as objective independents. By combining Nectar’s deep data, automation and tech expertise with Salt’s attention engine, we’re unlocking a powerful machine built for the next era of marketing.”