CAA Acquires Experiential Marketing Firm PGW

The new addition will bolster client services for CAA Sports Consulting.

CAA has acquired experiential marketing firm PGW, The Hollywood Reporter has learned.

Although the Venice Beach-based company will work across all areas of the agency, it will primarily service CAA Sports Consulting (headed by Greg Luckman) to create innovative marketing solutions (such as guerilla and grassroots campaigns, live event production and mobile programs) for its clients, which include JPMorgan Chase, Emirates, Time Warner Cable and Guinness.

“Having had the opportunity to work closely with CAA Sports on client-related projects over the past two years, we are thrilled to join this incredibly talented team, and look forward to providing even greater resources and expertise to our clients,” PGW owner Russ Jones said in a statement.

The 165-employee company, which launched in 1998, has won several awards in its field, including the Beacon Excellence, Brandweek’s Reggie, Promo Magazine’s Pro Awards and EX Awards, and also landed atop Promo Magazine’s Top 100 and Event Marketer’s It List.

CAA began its corporate consulting practice in 2011 and currently manages more than $1.5 billion in sponsorship rights deals.

“CAA Sports Consulting has seen increased demand for experiential marketing, and the acquisition of PGW will enable us to immediately scale those capabilities,” CAA Sports co-head Howard Nuchow said in a statement. “We have the utmost respect for Russ and his team and the award-winning work they have done on behalf of their clients, and believe that their like-minded approach to collaboration and client service will be a great cultural fit.”