By Kevin McCauley
MDC Partners has acquired a majority stake in Relevent, a New York City-based experiential marketing outfit.
Headed by Tony Berger, Relevant has handled work for Nike, Conde Nast, Diageo, Victoria’s Secret and Heineken.
The firm says it develops “engaging and immersive brand experiences and initiatives” and positions a brand into a targeted consumer’s lifestyle.
MDC CEO Miles Nadal credits Berger and his team for developing interactions that “create not just customers but brand ambassadors.”
MDC acquired Team Enterprises, another experiential marketer in March. It also added analytics firm Integrated Media Solutions in May, along with PR firms Allison & Partners and Sloane & Co. earlier this year.
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