Ignite taken over by Wasserman Media Group

Agency Ignite has been taken over by sports and entertainment specialist Wasserman Media Group for an undisclosed sum.

Ignite's directors
Ignite's directors

Ignite will bring its experiential and activation expertise to Wasserman’s sports, entertainment marketing and athlete management business. 

Wasserman has expertise in media rights, sponsorship, brand and property consulting, athlete management, digital, creative, and multicultural marketing.

The Ignite team will join Wasserman’s consulting division, who work with brands including American Express and PepsiCo on crafting strategic programs across the sports, music, fashion and other lifestyle markets.

Since launching in 2002, Ignite has provided brand experiences for clients such as the NFL, Tesco and Vodafone and produced more than 10,000 event activations in more than 50 countries.

All 50 plus members of the Ignite team will be retained. 

Ignite’s group managing director Fred Porro will relocate from the company’s current US headquarters in Miami to Wasserman’s New York City office and Cris Cicirello and Paul Saville will continue to lead the existing London-based experience team.

They will report to Wasserman consulting division managing directors Elizabeth Lindsey and Denise Durante.

Porro said: "We are incredibly excited to be joining Wasserman as the acquistion provides us with an unlimited opportunity to work across the company to deliver superior experiential campaigns for their clients while integrating our clients into their global network.

"The company’s leadership, commitment to excellence and reputation for providing best-in-class work for some of the world’s smartest brands, properties, media outlets, and athletes offer us the opportunity to immediately add more value to our current clients and team." 

Casey Wasserman, chairman and CEO of Wasserman Media Group, added: "Ignite’s experience and capabilities will further enable our teams to connect key client strategic initiatives directly with the audiences they are working to engage."

"Most significant is that the Ignite team is a perfect cultural fit for Wasserman, and we look forward to immediate and substantial results."

Elizabeth Lindsay, managing director of Wasserman’s consulting division, added: "Forging connections through consumer experiences has proven many times over to be a successful strategy to raise brand equity among global audiences. We are known for creating deeply strategic programs for clients, and we are thrilled to be able to make those programs even stronger by adding this enhanced service offering through-the-line moving forward."

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