Short Takes: MediaBrands Acquires Spring Creek Group

 “Social media is no longer an experimental marketing method but has instead become a critical component of every brand’s global strategy,” said Clay McDaniel, Managing Partner of Spring Creek Group. Despite Spring Creek Group’s small size – it has approximately 30 employees – the company boasts blue-chip clients such as Microsoft, Best Buy and HTC.

According to Brendan Moorcroft, CEO of Mediabrands Audience Platform (MAP), the addition of Spring Creek Group will enhance the company’s social media strategy, planning and analytics, research and measurement capabilities. The acquisition, Moorcroft said, is a “strategic move to integrate organizations that align themselves with what we are doing here at MAP.”