MINNEAPOLIS—Integrated communications agency Olson is acquiring Dig Communications, a Chicago-based public relations agency. Dig founder Peter Marino will serve as president of the newly combined Dig and Olson PR practices.
With the addition of Dig, nearly 20 percent of Olson’s revenue will now be driven by PR. According to Kevin DiLorenzo, president and CEO, “The borders between different agency disciplines continue to blur, and that’s why we have been building a cross-disciplinary agency that will thrive as that dynamic accelerates. Clients may come in through any number of doors at Olson, but all will have a broad, deep set of capabilities at the ready to help them grow their business. Combining Dig with our current PR capabilities creates a next-generation PR firm to enhance our agency model.”
Ultimately, Dig will transition to become Olson PR. All Dig employees will remain in their office locations in Chicago, New York, Los Angeles, San Francisco and Milwaukee, and Olson PR will remain in Minneapolis.
The Dig team serves branding including MillerCoors, Wm. Wrigley Jr. Company, Southwest Airlines and Harley-Davidson, while Olson’s existing PR clients, including General Mills, Country Inns & Suites By Carlson and PepsiCo brands Izze Sparkling Juice and Naked Juice.