Meet the People breaks out a standalone media agency, Swell Media
Meet the People, a collective of agencies across a variety of services that aspires to be a mini-holding company without the conflicts of interest, is spinning out media agency, called Swell Media, to be a standalone full-funnel shop, from an acquisition it made last fall, Digiday has learned.
The move is just the latest example of soft rebundling that’s sweeping across the independent agency landscape.
Swell Media, part of Meet the People’s acquisition of Saltwater Collective in September 2023, had been formed in 2013 as a separate unit owned by Saltwater but in 2018 was folded back into the parent agency. It will once again be a standalone service within Meet the People (MTP), designed to give MTP’s agencies and their clients access to media expertise, while also building out Swell’s distinct media client base.
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Source:: Digiday
