DraftWorldwide, Chicago, an integrated global marketing agency, has acquired The Sloan Group, New York, an advertising and marketing services firm specializing in the youth, entertainment and technology industries.
Cliff Sloan, who founded the company in 1993, will be president and chief creative officer at The Sloan Group, which will operate autonomously but will report to Kevin Berg, president of KBA Marketing, DraftWorldwide's trend influence and lifestyle marketing agency.
Draft has positioned KBA, Chicago, as the nation's first and largest experiential or trend marketing agency. The shop specializes in reaching consumers who are less susceptible to traditional marketing and advertising approaches by providing them with firsthand experience with products in environments in which they are most open to marketing messages.
Draft said it was acquiring The Sloan Group as part of a strategy to enhance its promotional and creative marketing services. Clients include About.com, A&E Network, ESPN, HBO, Nickelodeon and Musicmaker.com.
The Sloan Group is noted for its ability to combine Internet marketing with more traditional avenues, including its recent online promotion for the pay-per-view release of “The Blair Witch Project” on the In Demand network.
“The Sloan Group gives KBA Marketing and the DraftWorldwide family additional marketing disciplines to serve our clients and expand our reach,” Berg said. “It gives KBA a much stronger presence in New York and provides us with expertise in online marketing that further enhances our client offerings.”