Vivid, which has gross assets of £2m, is a full-service event and experiential marketing agency whose services include mobile marketing, on-site promotions, sampling campaigns, product launches, retail displays and entertainment marketing. It is headquartered in Smyrna, Georgia.
Aegis is already well established in America. The media and communications group believes that the purchase of Vivid will complement its US operations, particularly lifestyle marketing consultancy Velocity Sports & Entertainment.
Robert Lerwill, Aegis's chief executive, said: "The strategic importance of event marketing is growing within the marketing mix. Vivid is a high quality business that enhances our strategy of offering clients a full range of marketing services.
"Our Vivid and Velocity offerings will give Aegis Media leadership in the field of event and experiential marketing, fitting well with our ongoing strategies in digital, sports and entertainment marketing."
Aegis bought Velocity back in 2004 in a deal worth an estimated £19m. It acquired 100% of the firm in a deal that saw it pay an initial £4.8m, with a further deferred performance-related payment made over three years of up to £14m.
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