"Being able to have a stronger, more integrated service in the media side was really important to us, And being able to have a stronger footprint in the U.S. was also really important to us - it's kind of like the missing piece of the puzzle from our standpoint."
"When [C&C's clients] look at the offerings that the Salt team brings - not only the people and culture, which is super aligned with us - the tech and the scale that we're going to be able to add on to the offerings of Craft & Commerce, they felt really good about it, Especially around AI, the other tech, and even the events and activations that they saw as real value."
Salt XC, an independently owned experiential and retail media agency based in Toronto, acquired Craft & Commerce, a full-service media agency with offices in New York, Chicago and Florida. The acquisition aims to expand Salt XC's regional U.S. reach and bolster its full-service media offerings, intersecting experiences and media. Clients across both agencies include Kraft-Heinz, AB InBev, Adidas and Chobani. Craft & Commerce will continue operating under its own name for now. Salt XC highlighted enhanced tech, scale, AI capabilities and improved events and activations as key value drivers. This is Salt XC's second U.S. purchase in a year.
Read at Digiday
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