Los Angeles-based entertainment agency network Terry Hines & Associates (THA), has acquired design-driven creative content studio Modern Logic,THA said Wednesday. The acquisition expands THA’s capabilities as a full-service marketing agency, offering clients access to creative strategy and execution across the entire marketing ecosystem.
Modern Logic joins a broader collective of specialized agencies within THA that includes entertainment digital marketing and social media agency Homebrew; out-of-home, digital and print services company THA|Create; and live event and experiential shop MAKR along with its sister agency The MRKT Co. This family of agencies works together to solve complex brand challenges with creativity, scale and precision.
“Modern Logic represents the kind of creative excellence and cultural relevance we’ve always strived to deliver to clients,” said THA Chairman Grant Nemirow in a statement.
As part of the acquisition, Erica Coates, formerly president of Mocean, is coming on board Modern Logic as CEO.
“What makes this partnership exciting is the opportunity to bring truly integrated solutions to brands that demand it,” Coates said, also in a statement. “If you follow the advertising industry at large, it’s clear we are at an inflection moment where the traditional ‘big’ agency model is not as attractive to brands anymore."
”[Brands are] looking for creative partners that are intentionally nimble and responsive with creative minds that understand their brand's business as well as consumer behaviors and know how to reach them through specialized expertise,” Coates continued. “They are also looking for partners who can work together fluidly and are responsive by setting new trends. Brands need a partner like Modern Logic whose strategy and design-led approach, combined with THA’s depth across digital, experiential, print, and PR. We’re uniquely positioned to deliver world-class work across every touchpoint.”
Coates joins Michael Bennett, Modern Logic’s chief growth officer, and Allan Gungormez, also formerly of Mocean, Modern Logic’s chief strategy officer.
“Modern Logic has always been about building bold, culturally resonant work that lives far beyond a single platform,” Bennett said. “Joining Terry Hines & Associates gives us the scale, resources, and complementary expertise to do that work at an even higher level, while staying true to the creative ambition that defines our studio.”
“Cultural relevance is easy to chase; cultural resonance requires structure, taste, and restraint,” Gungormez said. “Uniting Modern Logic with Terry Hines & Associates allows us to build ideas with a deeper understanding of how culture actually moves and how brands can participate in it in ways that feel earned.”
Modern Logic has recently been recognized for such creative as its collaboration with Wieden+Kennedy on “DoorDash All The Ads,” Epic Games’ launch of its latest Fortnite game; and 11-minute branded short “Fruithead” for Gushers.
