MKG is a creative agency and Pink Sparrow is a national design and fabrication shop. Both have been able to grow by focusing on experiential marketing, an area of the larger brand landscape that has seen growth as traditional marketing channels grow increasingly cluttered.
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The private transaction was led by Nyman and Maneesh K. Goyal, entrepreneur and founder/chairman of MKG and Pink Sparrow.
ACC is composed of acquired marketing, media and communications agencies and complemented by an advisory service. MKG, with offices in New York and LA, was founded by Goyal in 2003. Pink Sparrow, launched by Goyal in 2013, operates from both Brooklyn and LA.
Goyal will step down immediately and into an advisory role with ACC. Tracy Bussan will remain at MKG as president. Anthony Santiago will remain at Pink Sparrow as managing director.
“We studied the market and it quickly became evident that the experiential space was such a critical specialization to begin the build out of our community of companies,” Nyman said. “Between MKG and Pink Sparrow, we have two companies of unmatched creativity and reputation, who excel at their craft, partner with outstanding clients and, most importantly, have built talented teams thriving in incredible cultures.”
“MKG has been such a personal journey for me,” said Goyal, the Founder and Chairman of MKG and Pink Sparrow. “As I pivot to a new stage in my entrepreneurial career it was important for me to find the right partner for this next chapter of both MKG and Pink Sparrow. With Michael and the ACC vision for the future of marketing, I couldn’t have found a more fitting new home for my two beloved companies.”