Essence Expands in US with Black Bag Acquisition

London and New York-based Essence Digital has acquired US-based media analytics agency Black Bag Advertising (BBA) for an undisclosed sum.

BBA was co-founded in San Francisco in 2004 by Eric Yang (pictured) and Trevor Wright, to provide media strategy, planning and buying, campaign management and analytics services to clients in the automotive, financial, retail and CPG sectors.

Through the acquisition, Essence says it gains a west coast headquarters, extends its commitment to its US clients, and builds on its existing operation in New York. BBA will be rebranded as Essence, with Yang overseeing the division and its eighteen-strong staff, who will retain their roles.

Essence Digital CEO Matt Isaacs comments: 'Expansion in the US is critical to our growth strategy and we expect this acquisition to be the first of a number. Essence already enjoys a reputation in EMEA and North America, and establishing a base on the west coast, through the acquisition of Black Bag Advertising, was the natural next step.'

Isaacs added that he is looking for M&A deals in the US, primarily on the west coast, and in areas including mobile, social, strategic planning and analytics.

Web site: www.essencedigital.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.