Sapient to acquire Nitro Group

Founded in Shanghai and now headquartered in New York, Nitro works alongside clients such as ConAgra, Foot Locker, Mars, Nike and Volvo. Reports in the US put the value of the cash-and-shares deal at US$60 million.

“Everyone on the Nitro global leadership team believes that this is a dream partnership for our clients,” said Chris Clarke (pictured), Nitro’s founder, in a statement. “This partnership combines big creative ideas that capture the imagination of consumers with the digital sophistication to execute and deliver business results. We will use technology to liberate the relationship among business, brands and the people who invest in them.”

Boston-headquartered Sapient offers a combination of marketing and IT strategy, media analysis, web and system design, and support services.

“We expect new leaders will emerge to redefine how brands interact with their target consumers,” said Alan Herrick, president and chief executive of Sapient. “This acquisition firmly establishes Sapient’s leadership position in this dynamic and fast-growing segment.”

Last year, Nitro was in talks with Chinese independent Mei Kao, but the deal was shelved in September.

In Asia-Pacific, outside of Shanghai, Nitro has offices in Brisbane and Melbourne. It has been looking to expand in India, a market where Sapient has a presence.