Marketing specialist McCann Worldgroup, a company of US-based Interpublic Group (NYSE:IPG), said on Thursday it had wrapped up the takeover of British digital marketing agency Lakestar Media Limited without disclosing the purchase price.
The buyer said that through the acquisition it seeks to boost its search engine optimisation (SEO) capability across its UK-based operating companies.
Lakestar, which for now will continue to operate from its London and Manchester offices, will be managed by McCann Manchester. The target firm’s chief executive Neil McKay will continue to head the company.
The latter will also keep its management staff. Sue Little, McCann Manchester’s chief executive and Martin Jackson, chief financial officer of McCann Worldgroup UK, will join Lakestar’s board to lead the integration and subsequent development of the company within McCann Worldgroup.
The latest deal is in addition to recent takeovers by both McCann Worldgroup and McCann Manchester. McCann Manchester bought research, NPD and innovation consultancy Blue Banana in 2010.
A year later, McCann Worldgroup purchased All of Us and Meteorite to further bolster its offering in the UK.
Lakestar was founded in 2007 by current head of Sales Demetrious Loizou. It provides online marketing services, including SEO, PPC, affiliate marketing, display, social media and newsfeed delivery.