Project: WorldWide today announced that Motive, an award winning experiential, digital and creative agency, has joined the company’s network of agencies dedicated to engagement marketing. Financial terms of the deal were not disclosed.
Motive handles experiential, digital, promotional, and social marketing assignments for Mountain Dew, Boingo, Matador Jerky and Sticks, Native Eyewear, The Cartoon Network, SoBe, Van’s Natural Foods and other leading consumer brands. The firm had recently been named by iMedia as one of the 2012 “Agencies to Watch.”
Recognised as a top consumer engagement agency, Motive won the coveted 2011 Grand Ex Award from industry trade magazine Event Marketer for the DEWmocracy 2 campaign. The program enlisted millions of Mountain Dew consumers nationwide to nominate a new DEW flavour and ultimately allowed them to choose the winner through online and face-to-face voting. The consumer-generated program leveraged robust grassroots activations, dynamic, real-time social media and a national television commercial featuring the most active DEW fans to announce the winner.
“Consumers don’t look at brands through the lens of ‘channels’ and neither should marketers,” said Robert G. Vallee Jr., Chairman and CEO of Project: WorldWide. “Motive brings a holistic approach to solving client’s marketing challenges rather than tactical execution. They develop wonderfully creative solutions that truly engage consumers. They are a perfect addition to the Project: WorldWide network.”
With offices in Denver, CO and New York City, Motive’s success and momentum are part of a larger trend in which strategic experiential agencies are moving closer to the centre of marketing communications. Recognising that events and experiences are an increasingly essential part of brand communications, this move brings Motive new growth and creative opportunities for its clients and for its people, while giving Project’s clients access to a broader set of capabilities.
“We love our position in the industry right now: brands are embracing an experience-based approach to their marketing that is much more inclusive and frankly more meaningful to their customers,” said Matt Statman, Founder and CEO of Motive. “Our vision from the beginning has been to create passionate, fun, relevant and purposeful marketing campaigns that move audiences and fans to deeper relationships with brands. Project: WorldWide shares that perspective which is why this move is a natural next step for us.”
In joining Project: WorldWide, Motive is teaming up with a diverse roster of highly collaborative, award-winning agencies including the leading global experience marketing agency George P. Johnson, G7 Entertainment Marketing, interactive marketing firm JUXT Interactive, multimedia production content company Spinifex, creative ideas agency Partners + Napier, social media and word of mouth agency Affinitive, and 3D marketing production house Raumtechnik.