Ad agency Euro RSCG Worldwide has bought full-service digital shop Kadium. Terms were not disclosed. Euro, which is owned by French ad holding company Havas, is integrating Kadium with its offices in San Francisco, which is where Kadium is also based. Kadium principals Kevin Newby, Mike Fung and Derick Daily will join the management team of Euro RSCG SF; Newby will be director-digital services, while Fung and Daily become co-ECDs.
By folding Kadium into its San Francisco operations, Euro gets an immediate set of enhanced digital skills, including site development, online marketing, mobile marketing programs and business strategic consulting. The deal also helps Euro realize a larger, more philosophical goal: in the past, this kind of acquisition was a regarded as a distinct add-on to the agency's traditional creative abilities; now, Euro, like most other traditional agencies, says it is breaking interactive out of its separate silo and is instead pursuing a "holistic approach" that interweaves the ideas that produce 30-second spots and print ads along with search and display ad creation. Euro says it has instituted this concept at its New York and Chicago offices as well. Release
By David Kaplan