CAA is pushing deeper into gaming.
Christopher Erb, founder of Tripleclix, a strategic marketing firm specializing in creating connections between consumers, brands, and the video games industry, will join the agency. TripleClix helps advertisers interested in building direct relationships with consumers via gaming. Unders terms of the deal, Erb and his team — 16 people in all — will join CAA Brand Consulting, the company’s marketing agency, which manages more than $5 billion in strategic partnerships for clients around the world.
CAA has seen gaming develop so that it “touches all parts of everyone’s lives, says Aubree Curtis, who serves as Global Co-Head of CAA Brand Consulting, during a recent interview. “We’ve had more clients reach out proactively to ask for assistance in building strategies in the space.”
Financial terms of the pact were not disclosed.
Tripleclix was founded in 2014 and focuses on connecting gaming publishers and their content with innovative and iconic brands. Tripleclix has worked on behalf of publishers such as Xbox, SEGA, and Skybound Entertainment and brands including Kellogg’s, Ferrara, and Swarovski. Erb began his career in gaming marketing at Wizards of the Coast before becoming vice president of brand marketing for EA Sports. Prior to launching Tripleclix, he was executive vice president of brand marketing for Legendary Entertainment.
In the past, says Erb, advertisers stepped cautiously around videogames. But those days are over, and many clients are eager to learn how to navigate the medium. “Once brands kind of get into the space, have this longevity,” he says . “We recommend them not be a tourist in the space and kind of stick around. It’s not a sprint, it’s a marathon.”
CAA has been expanding its work with brands and marketers. In November, CAA acquired licensing agency Beanstalk, which has helped Diageo’s Guinness enter into apparel and food; Kellanova, the company once known as Kellogg’s, find ways to bring its popular cereals into ice-cream products; and translate Dole fruit products into the kids and pets market. The company was founded in 1992 and has offices around the world.
English (US) ·