CAA is pushing the game even deeper.
Christopher Erb, founder of Tripleclix, a strategic marketing firm specializing in creating connections between consumers, brands, and the video game industry, joins the agency. TripleClix helps advertisers interested in building direct relationships with consumers through gaming. Under the terms of the agreement, Mr. Erb and his team of 16 people will join CAA Brand Consulting, the company’s marketing agency, which manages more than $5 billion in strategic partnerships for clients around the world.
Aubrey Curtis, global co-head of CAA Brand Consulting, said in a recent interview that at CAA, we’ve seen gaming “evolve to the point where it touches every part of everyone’s life, and more and more clients are proactively reaching out to us for help building their strategies in this space.”
Financial terms of the deal were not disclosed.
Founded in 2014, Tripleclix is focused on connecting game publishers and their content with innovative and iconic brands. Tripleclix has worked on behalf of publishers such as Xbox, SEGA, and Skybound Entertainment, as well as brands such as Kellogg’s, Ferrara, and Swarovski. Erb began his career in games marketing at Wizards of the Coast before becoming EA Sports’ Vice President of Brand Marketing. Prior to launching Tripleclix, he served as Executive Vice President of Brand Marketing at Legendary Entertainment.
Advertisers used to be less careful with video games, Erb said. But those days are over and many clients want to learn how to navigate this medium. “Once a brand enters this space, it has a long lifespan,” he says. “We encourage them to stay put and not be tourists in space. This is a marathon, not a sprint.”
CAA has expanded its collaboration with brands and marketers. In November, CAA acquired licensing agency Beanstalk, helping Diageo’s Guinness move into apparel and food. Kelanova, formerly known as Kellogg, has found a way to incorporate the popular cereal into its ice cream products. Expand Dole’s fruit products to the children’s and pet markets. The company was founded in 1992 and has offices around the world.
