New York digital shop Deep Focus was acquired by Engine USA, the newly created stateside division of U.K. agency conglomerate Engine Group.
Deep Focus prides itself on being an early adopter of new platforms. It was the first, or among the first, to execute immersive client campaigns on properties like Foursquare, Gaia Online, FarmVille, and MySpace. Its emphasis is on fueling interactivity and earned media, rather than more traditional reach and frequency metrics.
The eight-year-old agency's most active current client is Microsoft, for which it built a high-profile integration with FarmVille. However, its primary focus has been on entertainment giants like HBO, Sony Pictures Television, and AMC, for which it created last year's ubiquitous "Mad Men Yourself" and this year's reprise.
Engine USA's model among agency holding companies is somewhat unique in that it aims to operate companies without overlapping services. That in turn limits competition among in-house agencies and better serves clients, said Deep Focus CEO Ian Shafer.
http://www.clickz.com/clickz/news/1794268/deep-focus-acquired-engine-usa
