The Brooklyn Brothers has today been acquired by the IPG-owned agency, Golin. SI Partners advised on the transaction, identifying Golin as a strategic partner and acquirer, managing the cross-border challenges of bringing businesses in New York, London and Sao Paulo together under one deal, and negotiating the transaction to completion.
Golin’s president for EMEA, Matt Neale, commented: “If you were starting a global creative agency today, it would look like The Brooklyn Brothers. They operate at the apex of paid and earned media with an exceptional bench of senior talent that delivers compelling content across multiple platforms. They will be a tremendous asset for our clients.” The Brooklyn Brothers will continue to trade under its own name, it will work closely with Golin on clients and pitches. The Brooklyn Brothers’ global founding partners – Guy Barnett, George Bryant, Paul Parton and Jackie Stevenson – will remain at the agency and report to Matt Neale.
The Brooklyn Brothers has 130 staff and offices in the UK, the US and Brazil. The deal will give both greater scale in the US, and The Brooklyn Brothers will make use of Golin’s operations to expand in Asia. Jackie Stevenson, a founding partner, said: “The Golin team shares our passion and commitment. The consumer doesn’t recognise the difference between disciplines – nor should we.”
We have worked with SI for a number of years and have found their service and counsel to be exemplary. From strategic advice on global operating principles, to guidance on financial restructuring, the process they led us through was complex but never onerous.
Our strategy got sharper. Our performance improved. And ultimately, they helped us find a growth partner that connected with us culturally and perfectly fit our ambitions.
Charles Fallon, Partner at SI Partners, comments: “We are delighted to have worked with an agency as unique and innovative as The Brooklyn Brothers for a number of years in our capacity as advisors, supporting them in aligning the UK and US businesses, and ultimately advising them on this transaction. The Brooklyn Brothers and Golin represent the definition of the 21st century agency model and the strategic fit and positive chemistry were clear from day one. They have a clear vision and the energy and collaborative spirit to bring it to life. We wish them every success on the next phase of their journey.”
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