Independent creative agency Duncan Channon has acquired A2G, a shop known for its expertise in experiential, influencer and social marketing. A2G’s nearly 15-year track record in creating emotional connections with consumers in live and online spaces for brands like Gap, Nintendo and Citibank complements Duncan Channon’s deep expertise in building brands and driving business growth via strategy, advertising, design and media planning.
A2G founder, president and chief creative officer Amy Cotteleer joins Duncan Channon as partner and chief experience officer (CXO). In her newly created role within Duncan Channon, Cotteleer will lead the creative development of social, influencer and live experiences that create two-way relationships between brands and customers. As a leader within Duncan Channon’s creative team, she will ensure that integrated ideas for clients and prospects have online and offline experiences built into their DNA.
“This move is about much more than adding new capabilities. It’s about our shared vision to help clients achieve their business goals in the evolving world of integrated marketing. The days of buying attention are dead — and winning brands need to build relationships with consumers online and in real life,” said Andy Berkenfield, CEO, Duncan Channon.
Founded in 2005 by Cotteleer, A2G was an early pioneer in experiential and influencer marketing — attracting blue chip brands by creating experiences and campaigns with social and digital engagement built into their fabric. A2G has become known for breakthrough campaigns, including Gap’s Be Bright, which made Gap’s classic t-shirt the official concert tee at the hottest summer music festivals; Nintendo’s Wii U Video Challenge, which produced a record-breaking video collaboration that generated over 900 million earned media impressions; and Flo’s Rockin’ Rally for Progressive Insurance, which engaged nearly a quarter million consumers at motorcycle rallies across the country.
A2G has offices in Los Angeles and New York, as well as a large network of freelancers handpicked for each client. Current clients include e.l.f. Cosmetics, Universal Orlando Resort, CBS, Kayak and Lagos.
“After nearly 15 years of pushing the envelope to help some of the world’s most respected brands connect with consumers through social, influencers and experiences, we could either stay the course or aim for bigger impact,” said Cotteleer. “Joining forces with Duncan Channon gives us access to bigger, better creative opportunities, a more influential seat at the client table, and operational resources.”
In addition to collaborating on new business and opportunities with Duncan Channon’s existing clients, A2G will continue pitching for its own business. A2G’s staff will remain in its Los Angeles and New York spaces, and Cotteleer will spend time at Duncan Channon’s San Francisco office monthly to build relationships with staff and help teams bring new capabilities and integrated ideas to clients. Cotteleer will ultimately be responsible for building out a team in San Francisco.
“Teaming with an another award-winning independent agency that shares our ambition to help brands break through in innovative ways was extremely attractive to us,” said Cotteleer. “The last thing we wanted was to be absorbed by a big agency who just wanted to add us to a list of capabilities. DC (Duncan Channon) implicitly understood that A2G has an established brand and reputation for a reason. We’re incredibly excited by the possibilities to do great things creatively as we grow together.”
The acquisition of A2G comes on the heels of significant growth for Duncan Channon. Last year, the agency added SweeTARTS, Rakuten, the Golden State Warriors, Kat Von D Beauty and InnovAsian to its client roster, while significantly expanding its anti-tobacco work for the California Department of Public Health’s CA Tobacco Control Program.
