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Something Massive Buys

Los Angeles-based Something Massive has acquired New York City-based boutique, tech-creative firm Terms of the deal were not released. co-founders Adam Broitman and John Swords will remain on board and will take “key roles” at Something Massive, the company said in a press release.


New York City-based boutique, tech-creative firm has been acquired by Los Angeles-based, Something Massive. Details of the deal were not disclosed. co-founders Adam Broitman and John Swords will remain on board and will take key roles at Something Massive.


Hatched in 2008 by the management team from DNA Studio (which was sold to WhittmanHart Interactive, now Band Digital in 2006), Something Massive was an instant success whose client roster includes Yahoo!, Sony Pictures, Regal Cinemas, Ford and others.


“Having launched hundreds of digital marketing campaigns in our previous incarnation, we were itching to bring a unique and new perspective to the social media marketing, content curation and influencer marketing space,” said Something Massive partner and co-founder, Rebecca Coleman. “With the addition of, we are not only expanding our footprint, but we are also greatly enhancing our offerings, enabling our clients to extend their presence to all devices and form factors in more meaningful and impactful ways.”


In addition to creating the groundbreaking “Augmented Racing” initiative for Red Bull, also created the first branded marker-less augmented reality app for Ben and Jerry’s and launched social TV platform TV Dinner. has done work for numerous brands, building everything from augmented reality initiatives and mobile applications to social gaming platforms and sock puppet campaigns.


“The acquisition was not simply one of scale and client roster—we see the team playing a critical role in helping us realize our vision of assisting clients with the integration of their message into the entire post-PC ecosystem,” said Coleman.


Something Massive has positioned itself as “The Agency for The Post-PC Era.” The term “post-PC” is a hat tip to the prophetic notion put forth by the late Steve Jobs, in reference to the role technology will play in our lives over the next few decades. “’Post-PC” is not just about technology, it is about the cross-section of humanity and technology,” said Coleman.


A strong proponent of “post-PC” creativity and marketing, advertising agency veteran Adam Broitman will take on the post of Chief Creative Strategist at Something Massive. Having spent his career playing a variety of roles at Digitas, Morpheus Media, and Crayon, Broitman made the following statement,


“With many larger, more traditional agencies taking digital in-house, our goal is to provide highly competitive services, while maintaining our independent spirit and unique approach to advertising. The combined resources of Something Massive and will allow us to provide overarching strategic and creative services across social media, mobile, tablets and all emerging technologies such as augmented reality, NFC and other sensor technologies. This is the most exciting move of my career—finally I am at a shop that has both the strategic prowess and production capabilities to fulfill the most exciting 360 degree initiatives in the industry. With only 9% of sites deemed mobile ready and less than one third of leading Internet retailers possessing tablet ready experiences, the industry needs an agency that is not only focused on cross platform production, but one they can rely on to consider their entire marketing strategy as it relates to all things connected to the internet.”


With a headcount of just over 30, the two companies have already begun their integration—work from the new entity will launch late spring.