Canadian digital powerhouse Blast Radius has been acquired by WPP-owned direct marketing firm Wunderman.
One of the driving reasons for the acquisition … budgets shifting from traditional to digital:
The accelerated migration of budgets has increased Wunderman’s sense of urgency about ramping up its digital services. “I’m surprised at the speed at which clients are moving real communication dollars into the [digital] channel,” said Wunderman Chairman and CEO Daniel Morel, adding he expects the history of advertising will one day be divided into “before search” and “after search.”
Blast’s depth in digital as well as their focus on social networking and helping brands tell stories through community also made them an attractive target for acquisition.