Genuine Interactive will maintain its brand and offices in Boston’s South End, but will join Jack Morton as a fully owned division. It will be the foundation of a significant digital expansion within Jack Morton, starting with the agency’s New York, London, Chicago and San Francisco offices.
Josh McCall, Jack Morton’s chairman and CEO, said: "Adding digital, social and mobile to live brand experiences isn’t an option anymore; it’s required and expected. Although we’ve been on this path for quite a while, we need to continue to evolve and grow digital, social and mobile on a larger scale.
"Genuine Interactive is the perfect partner to help us expand this vision of a digitally enabled brand experience agency, and allows us to create a powerhouse of two incredibly talented and creative teams."
Genuine Interactive’s CEO John Grayson said: "We help our clients be more successful in the age of engagement — and by joining Jack Morton, we make a big leap in how engaging we can be across every touchpoint."