Huntsworth has acquired The Creative Engagement Group, an experiential marketing outfit, for around $32M.
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TCEG units include WRG, The Moment and Just Communications, operations that handle events, exhibitions, digital marketing, interactive/immersive content and branded communications.
Huntsworth CEO Paul Taaffe said in a statement that as more clients seek "to engage both employees and customers with powerful experiences, TCEG is well positioned for future growth."
He expects the acquisition will benefit from Huntsworth's "reach and connections especially in healthcare." The US is another area of opportunity for TCEG under Huntsworth.
TCEG CEO Russ Lidstone, an executive who began at Coca-Cola and worked at McCann, Lowe and JWT before rising to helm Havas Worldwide, will remain at TCEG.
Huntsworth is parent of Grayling, Huntsworth Health, Red and Dewe Rogerson.
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