Sapient acquires Nitro for $50m

US digital agency Sapient has acquired the Nitro Group for $50m (£30.76m).

Chris Clarke
Chris Clarke

Nitro will now be rebranded as Sapient Nitro, while Sapient will be known as Sapient Interactive.

Nitro founder and chief executive Chris Clarke (pictured) will remain in his role leading Sapient Nitro, while Sapient chief creative officer Gaston Legorburu will move into the wider role of executive director and worldwide creative officer for Sapient Interactive.

The publicly quoted agency Sapient inked the deal to ramp-up its global competitiveness with major advertising networks.

Nitro currently serves clients including Mars, Nike and Volvo. According to Sapient the deal was spurred by a drive to become “intelligent, technology-savvy stewards in a world where all advertising, including television, will be interactive” for brand owners.

Sapient has offices in the US, Europe and Asia. The deal gives it a presence in South American and Australian markets where Nitro has offices.

Nitro recently lost its UK managing director, Kate Howe, who left following the departures over the past 12 months of several other directors including planning director Bobby Hui and executive creative director Paul Shearer.

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