Interpublic has acquired five-year-old Seattle social media firm Spring Creek Group, a 30-staffer shop that has worked with Microsoft, Minwax and LiveNation.
IPG will put SPG under its Mediabrands digital division, according to Clay McDaniel, managing director and founder of the firm.
SPG’s services include social engagement and campaigns and analytics.
IPG created Mediabrands in 2008 to include media units like UM, Initiative and Magna.
McDaniel is a former exec for RealNetworks’ RealArcade and Microsoft.