Integrated agency Once Upon A Time has expanded into the US with the acquisition of branding and digital agency IdeaWork Studios for an undisclosed sum.
Founded in 1999 and headquartered in New York, the agency specialises in the hospitality, luxury, entertainment and gaming sectors.
IdeaWork becomes the group’s seventh acquisition and is aligned with its strategy to offer an independent, integrated approach from media buying and advertising to in-store retail marketing.
Its clients include Michelin-starred chefs Jean-Georges Vongerichten, Eric Ripert, Daniel Boulud, Charlie Palmer and Michael White; boutique hotels Ian Schrager’s Public and Edition, RFR’s Gramercy Park Hotel, 11 Howard, and The Jaffa; and resorts Gurney’s Montauk and Carillon Miami.
The acquisition gives the agency offices in New York, Las Vegas and Los Angeles. In addition, IdeaWork founder Jay Schwartz will take on the role of executive creative director for the group.
Once Upon A Time chief executive Joe Garton commented: “A renowned creative in his field, Jay Schwartz and his agency add core branding and increased digital capabilities to the group. In addition, we gain an international footprint and the ability to better service our joint client base in complementary sectors.”
Schwartz added: “After growing IdeaWork into a leader in hospitality over the last 20 years I’m thrilled to join Once Upon a Time and excited for our future together. Their strengths complement our abilities and our collective clients will benefit from IdeaWork joining the group.”
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