Advertising and marketing agencies group Interpublic has bought British music and entertainment agency Frukt for an undisclosed amount. Frukt will now become part of Interpublic’s Octagon Entertainment Group subsidiary, and will be looking to diversify its business beyond music to other forms of entertainment. “We have a lot of experience in creating truly meaningful engagement with passionate consumers in a world increasingly dependent on brands to create entertainment,” says creative director Jack Horner. “We create and deliver big, enduring entertainment ideas and Octagon has excelled at this approach in other markets and sectors. The mutual benefits were obvious to us.”

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