Olson PR Acquires Dig Communications

Minneapolis-based Olson acquired Chicago PR shop Dig Communications, expanding the agency's PR capability and pushing its footprint well beyond its home market. The deal was Olson's second acquisition of 2010, following its June purchase of loyalty-marketing agency Denali — a combination that made Olson one of the Twin Cities' largest full-service agencies and, per AdAge, one of the country's top 10 largest independents.

Post-deal, Olson reached 360 employees, with PR contributing close to 20% of overall revenue. Dig founder Peter Marino took the president seat of the combined PR practice, rebranded Olson PR. Dig retained its Chicago, Milwaukee, New York, and San Francisco offices.

Marino said Dig had seen rising inbound interest from potential buyers over the prior nine months and chose Olson for what he called "integrated potential" — existing Dig clients were asking for PR work to be paired with other disciplines.

"We have been fortunate to grow with great clients and great employees who believe in the increasingly critical role that PR plays," Marino said. "OLSON is the perfect partner. We think alike and are both highly motivated to move our clients' brands forward."

"Dig thinks a lot like we think," said Olson President-CEO Kevin DiLorenzo. "The companies, we feel, share DNA and values."

Client conflicts were minimal. Olson's roster included General Mills, Fifth Third Bank, Northwestern Mutual, and Target. Dig's included MillerCoors, Wrigley, Harley-Davidson, American Express, and Quaker.

"We've decided at this point in time our ambition is to continue to build the agency of the future as we see it — and that isn't through a holding-company model," DiLorenzo said. "Our next move will be similar. Mobile is an area where we have great interest and our clients have great interest, so that would be a smart next piece to put into the puzzle."

Minnesota's standing as an independent-agency hub held — Padilla CRT and Spong PR were already among the larger firms operating outside the New York holding-company orbit.

For the broader category — how PR deals get structured and communicated — see M&A PR: Disney+Fox, Microsoft+Activision, Salesforce+Slack and ongoing coverage at PR Firms News: Wins, Moves, and Acquisitions Reshaping the Industry.