Genuine Interactive will be a standalone unit within Jack Morton Worldwide. Genuine Interactive CEO John Grayson will continue on as managing director and co-founder Chris Pape will take on the roll of executive creative director.
“There’s a divide right now between live and digital,” Grayson said. “We’re trying to bridge that divide by providing a more integrated experience.” To do so, Genuine Interactive uses social media tools to foster collaboration and real-time audience connections during live events, then extends that experience after the event by continuing conversations on digital platforms.
This capability is especially important for B2B clients, said Grayson.
“There’s an emerging trend in the business world right now to develop and implement what’s being called ‘social business,’” he explained, “Today, work forces are looking for more social interaction. We’re enabling professional communities to interact in similar ways that they would with Facebook, Twitter, etc.”
Jack Morton has 770 employees and will be adding Genuine Interactive’s 100 employees. Genuine Interactive’s revenues last year were $15 million.