NEW YORK — Createthe Group is readying for a digital takeover.
The firm announced today that it has acquired interactive marketing agency Morpheus Media, and the two will operate under the Createthe Group umbrella going forward. Morpheus Media will be known as “Morpheus Media, a Createthe Group company.”
This story first appeared in the June 20, 2011 issue of WWD. Subscribe Today.
“We’ve been looking to strategically build our media offerings because we find that our clients are looking for a full-service approach,” said Createthe Group’s founder and chief executive officer James Gardner. “We found that Morpheus was able to provide complementary offerings [to ours].”
The combined client roster now includes Marc Jacobs, Donna Karan, DKNY, Burberry, Bergdorf Goodman, David Yurman, Net-a-porter, Louis Vuitton, Dior, Alexander Wang, Nars, Oscar de la Renta, Bulgari, DeBeers, Tom Ford and H&M.
Founded in 2004 as a digital agency specializing in the luxury and fashion categories, Createthe Group focuses on developing strategy, commerce and creative content — with an emphasis on enhancing the user experience — for its clients. But there were some services the firm needed to build more quickly, according to Gardner, such as expanding the company’s media capabilities and driving traffic through proprietary search engine marketing tools, natural search engine optimization and social media marketing — solutions all offered by Morpheus Media.
According to Shenan Reed, co-founder and chief media officer of Morpheus Media, now a Createthe Group company, the 10-year-old agency’s mission from the very beginning was achieving “measurable and actionable” results with display media campaigns and implementing paid search strategies — exactly why a partnership between the two will create such a formidable force in fashion’s digital space.
“Our services have grown to include mobile and social media, affiliate marketing and anything that touches the digital space,” Reed said. “And now that we’ve integrated our services [with Createthe Group], we can now offer world-class creative and site development. This gives us the ability to significantly upgrade what we can do, presenting unparalleled marketing and commerce offerings to premium luxury brands.”
Now an integral part of almost every brand and designer’s business model, Gardner said the big question upon founding Createthe Group seven years ago was, “Do we go digital?”
Reed concurred: “In just one decade it went from Web sites needing to catch up to the store and the in-store experience to them feeling like they’re now delivering an incredible user experience on their sites that’s unparalleled to what you get in the store.”