Via Acquisition, Octagon Gains "Access" to Expertise Deeply Rooted In Urban, Multicultural Insights

NORWALK, Conn., Oct. 17, 2011 /PRNewswire/ -- Global sports and entertainment sponsorship and consulting leader Octagon has acquired urban and multicultural agency, Alloy Access, dramatically expanding its urban/multicultural offering and rebranding the unit as Octagon Access.

As a result of the acquisition, the Octagon Access urban and multicultural client portfolio is expanded to include among others: adidas, Allstate, Bank of America, BMW, Castrol, GSN, Hennessy, MasterCard, Tr3s, Sprint, Susan G. Komen for the Cure and The Home Depot.

Octagon Marketing Americas President, Jeff Shifrin, described the acquisition as a strategic growth initiative. "The urban and multicultural market will play an increasingly vital role in brands' marketing programs and we see this as an enhancement to our already strong multicultural offering, headed by group director, Matt Neidl, and an opportunity to set Octagon apart in that arena."

Former Alloy Access head and now Octagon Access senior vice president, Tru Pettigrew, said the decision was an easy one.  "We realized that our business philosophy, shared values, work ethic and familial culture were so strongly aligned, our team would flourish as part of Octagon.  In turn, we agreed that our joining Octagon would take their established multicultural offering to another level." Pettigrew said. "We see ourselves as strategic solutions providers and trusted advisors to some of the nation's most preeminent brands -- not simply tactical vendors -- and, like Octagon's, our approach had always been led by consumer insights." 

Jeff Ehrenkranz, Octagon executive vice president and head of the agency's Marketing Solutions unit, led the successful acquisition and explained how Octagon Access will differentiate itself in the market. "What we have seen over the years is that many agencies claimed to be able to connect with these segments, but they were very limited and tactical in their thinking and approach. Too often, these shops went with what they thought the client wanted or expected and that led to stereotypical programs.  Tru and his team think differently and provide different solutions," Ehrenkranz said. 

Pettigrew agreed. "Ours has always been an approach based on empowerment and inspiration.  We strive to partner with urban and multicultural consumers, empower them with research-based knowledge/insights and then inspire the representative communities to have a say in programs by creating real and relevant ways to get and send information/messages across trusted platforms," he said. 

Joining Pettigrew are long-time colleagues Andre' Pinard, Bobby Jones and Loretta Cox, "We have been a team for more than seven years and we are deeply rooted in the cultures and lifestyles of urban & multicultural consumers," Pettigrew said.

Octagon Access offices are located at 161 Avenue of the America's (6th Ave) 7th Floor, New York, NY 10013.

About Octagon

Octagon (NYSE: IPG) is the world's largest sports and entertainment sponsorship consulting practice and a pioneer and leader in athlete & personality representation & management  To learn more about Octagon, visit: www.octagon.com. 

SOURCE Octagon

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