Digital marketing services firm Definition 6 has acquired broadcast and digital PR company Synaptic Digital in a $25M cash and stock deal.
Synaptic, formerly TheNewsMarket, which acquired a struggling Medialink in 2009 and has been backed with venture capital investment of $25M since 2002, adds a robust PR client roster to the digital marketing capabilities of Definition 6, which said the deal creates a $45M operation with 200 employees.
Michael Kogon, CEO of Definition 6, said Synaptic created an “incredible system” to help brands and PR firms get exposure and increase distribution and said the combined company can better leverage paid, earned and “owned” media.
Definition 6 scored a viral video hit in 2010 with Coca-Cola’s “Happiness Machine.”