M5 expands into US

The Newfoundland-based full-service marketing agency purchases Manchester, New Hampshire-based bGG. Both companies include media operations.

St. John’s, NL-based full-service marketing agency M5 announced today it has acquired New Hampshire-based bGG Advertising.

The purchase of bGG allows M5, one of the largest media buyers in Atlantic Canada, to expand its reach more effectively into New England and specifically Boston, Craig Tucker, senior VP, marketing and corporate affairs, tells MiC. BGG has been in operation since 1989, and its client roster includes companies in the banking, broadcasting, construction and retail categories.

‘It gives us the whole region to go after,’ Tucker explains. ‘There’s been tremendous things going on down there that, really being an Atlantic-based agency, we haven’t been able to target. In terms of the growth of the media buying, this is a medium-sized agency; they’re not into huge media purchases at this point, but it will certainly help us to some degree.

‘But more than anything, we don’t see this as an immediate fix. It’s a long-term, five-year strategy that we really start to target some quality north-eastern accounts.’

M5 has been doing marketing and media buying in the north-eastern US for over 15 years, Tucker says, via its client, New Brunswick Tourism. It has also done work in the region for Maine-based Hollywood Slots casino.