CAA Acquires Experiential Marketing Company PGW

The deal helps the agency bolsters its thriving sports consulting business

Creative Artists Agency has acquired PGW, a full-service experiential marketing company, the agency announced Monday, though terms of the deal were not disclosed.

Launched in 1998 and led by seasoned marketing executive Russ Jones, PGW provides clients with sports marketing programs, lifestyle marketing services, guerilla and grassroots marketing solutions, mobile marketing campaigns, live event production and event marketing strategies, as well as a variety of buzz marketing and viral marketing services.

“Since we moved into corporate consulting in 2011, it has become a tremendous growth area for CAA Sports. The group, which consists of many of the industry’s best and brightest sports marketing executives, today manages more than $1.5 billion of sponsorship rights deals for leading client brands,” said Howard Nuchow, co-head of CAA Sports.

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“CAA Sports Consulting has seen increased demand for experiential marketing, and the acquisition of PGW will enable us to immediately scale those capabilities. We have the utmost respect for Russ and his team and the award-winning work they have done on behalf of their clients, and believe that their like-minded approach to collaboration and client service will be a great cultural fit,” added Nuchow.

Since its launch in 1998, PGW has become one of the most respected experiential marketing agencies in the industry.  The firm consistently appears atop industry-ranking lists including Promo Magazine’s Top 100 and Event Marketer’s It List, and has won multiple awards including Beacon Excellence, Brandweek’s Reggie, Promo Magazine’s Pro Awards, and EX Awards.

Jones leads a team of 165 marketing and production professionals, regional managers and field representatives, headquartered in Venice Beach, with locations across the U.S.

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“Having had the opportunity to work closely with CAA Sports on client-related projects over the past two years, we are thrilled to join this incredibly talented team, and look forward to providing even greater resources and expertise to our clients,” said Jones.

CAA Sports Consulting, led by Greg Luckman, represents such leading brands as JPMorgan Chase, Emirates Airline, Time Warner Cable, Guinness, and MondelĔz, among others.

Jones will work with the CAA Sports Consulting team to provide state-of-the-art experiential marketing programs for clients, further fueling the agency’s global consulting efforts. PGW will also serve as an additional client resource across all areas of the agency.