- Category: October 2012 - Content Marketing
Definition 6, a unified marketing agency, acquired Synaptic Digital, an earned media and strategic content distributions company, expanding the agency’s footprint globally and nearly doubling its size to over 200 employees, with revenue in excess of $45 million. Since 1997, Definition 6 executes ideas that deliver continued value across all brand interactions through imagination, innovation and insight, helping their clients to redefine brand experiences by unifying the disciplines of marketing and technology. To no surprise, Definition 6 supports a fast-growing client base that includes The Coca-Cola Company, HBO, Mitsubishi Electric, or Nickelodeon, to name a few.
The acquisition of Synaptic Digital aligns with Definition 6’s unified marketing strategy, providing a content distribution platform for the video assets the agency creates for brands, while bringing enhanced capabilities to Synaptic Digital’s offerings including improved broadcast and video post-production services; augmented digital and social media prowess, and technology support.
“With the marketing landscape evolving in the ‘always connected’ world, brands more than ever need to tell their stories in compelling ways, reaching audiences in a multitude of ways including traditional, digital, and social platforms,” says Michael Kogon, CEO of Definition 6. “Synaptic Digital excels in multi-channel content marketing and has created an incredible system to help brands and PR agencies gain exposure and increased distribution for their content. Combine that with the digital marketing expertise and brand storytelling capabilities already in place at Definition 6, we can better leverage paid, earned and owned media to reach audiences with a brand’s content, within the right context, effectively, and with more impact.”
Definition 6 can now globally deliver the types of immersive, award-winning brand experiences that it has created domestically with campaigns like Facebook’s Timeline Movie Maker and La Quinta’s mobile website through Synaptic Digital’s international footprint. It will also be able to deliver branded content for world recognized events, as seen recently through Synaptic Digital’s European headquarters in London, where the company collectively produced, edited and digitally distributed more than 100 hours of content from some of the leading sponsors and participating organizations from the London 2012 Olympic games.
Indeed, brands like General Motors, Honda, Procter & Gamble, American Express, GlaxoSmithKline, Siemens, Intel, Ericsson and others rely on Synaptic Digital to tell their stories across earned, owned and paid media through newsworthy, informative video. The company’s expert video services, targeted multimedia news releases, narrative marketing, digital media centers, and theNewsMarket.com, the world’s largest content exchange for journalists and influencers, helps them to connect with their audiences in measurable ways.
“With the Definition 6 team’s ability to create both broadcast and digital content that emotionally connects with their audience, coupled with their unbelievable in-house production and post-production capabilities for the entertainment industry, as well as for brands, we are confident that our clients will be thrilled with the enhanced value we can bring to the services we’ve always had and will continue to provide,” said Nick Abramovich, CEO and President of Synaptic Digital. “Our ability to provide high-quality content and strategic distribution through both traditional and digital channels is unparalleled.”
Definition 6’s global reach will include offices in Europe and Asia, as well as an expanded presence in the US. Its suite of capabilities will now include a robust content marketing and strategic communications platform, along with its current digital marketing solutions for e-commerce, web development, social media, video and mobile.
This is the second significant acquisition for Definition 6 after its deal in 2009 with video post-production shop Creative Bubble, which spawned Definition 6 Entertainment division and has resulted in award-winning campaigns like Coca-Cola’s “Happiness Machine” and HBO’s True Blood season four Facebook application “Immortalize Yourself.”