GOTHENBURG: Crispin, Porter + Bogusky, the US-based creative hotshop that picked up this year's Grand Effie award for its Burger King Whopper Freakout campaign, is establishing a new presence in Europe via the acquisition of Swedish digital outfit Daddy.
The move, which will see the Gothenburg-based firm rebadged Crispin Porter + Bogusky Europe for an undisclosed sum, is to service the overseas requirements of key clients - such as Burger King and Microsoft - and boost its global credentials to attract new business.
"Over the past couple of years, not having overseas capabilities has dinged us with potential clients," explained CP+B's co-chairman, Alex Bogusky.
"Conversations just stopped when some marketers learned we have no overseas offering."
Founded in 2000, Daddy employs 50 people and does interactive work for brands such as Heinz and the airline SAS.
Its digital focus has an obvious chemistry with its new American owner, which itself famously created the groundbreaking 2004 Subservient Chicken website for Burger King - a brand on which the two agencies have jointly worked in the past.
CP+B, part of MDC Partners, has previously resisted any major expansion beyond the US, anchoring its operations in Miami, supported by offices in Colorado, Los Angeles and an outpost in London.
The new European opening does not mark the beginning of a global network, Bogusky said, but he added the agency is looking to establish three or four footholds in other regions.
Data sourced from Wall Street Journal and Advertising Age; additional content by WARC staff