Essence Buys Mobile Ad Firm Point Reach

London and New York-based media and creative agency Essence Digital has acquired Seattle-based mobile ad company Point Reach, which delivers campaigns backed by 'strong analytics'. Terms of the deal were not disclosed.

Last October, Essence bought media analytics agency Black Bag Advertising, and in the process gained a west coast headquarters in San Francisco. The latest acquisition reinforces its capabilities on the west coast while enabling it to offer mobile media and creative capabilities globally.

Essence says Point Reach, which has focused exclusively on mobile since 2009, shares its own 'analytical rigour', as well as its innovative culture and client-centric approach. The firm offers a full-service mobile ad solution spanning campaign strategy, creative development, media planning and measurement, along with data integration capabilities.

All Point Reach employees are joining Essence as part of the deal, and the company will be rebranded under the Essence name.

Matt Isaacs (pictured), founding partner and CEO of Essence, comments: 'This deal further deepens the mobile expertise we know is vital to our clients' success - but more than anything, it brings together two organizations that set out from different starting points on the same journey: inventing the marketing of tomorrow.'

Web site: www.essencedigital.com .