The great digital advertising agency buyout binge continued today as the WPP Group, the giant agency conglomerate based in London, acquired Schematic, an independent interactive agency based in Los Angeles. Details of the all-cash deal are not being disclosed, the New York Times reports.

For WPP, the acquisition represents the most recent deal in a skein that includes the purchase in July of 24/7 Real Media for $649 million. Companies like WPP, which owns agencies like Grey Global, JWT and Ogilvy & Mather, have been racing to buy agencies with experience in creating the kinds of digital campaigns increasingly demanded by large advertisers.

“We’re more about creating branded experiences that consumers choose to have rather than shouting messages at them that they want to avoid,” Trevor Kaufman, chief executive at Schematic, said in a telephone interview.

Schematic has 275 employees in five locations, which in addition to the Los Angeles headquarters include offices in Atlanta and New York. The agency works for advertisers and media companies like Coca-Cola, Cond & #233; Nast Publications, Walt Disney, NBC Universal, Target and Time Warner.

For instance, for Vogue magazine, published by Cond & #233; Nast, Schematic helped design a broadband channel (shopvogue.tv), which offers computer users video clips of fashion shows, information about fashion and a chance to buy the products appearing in the ad pages of the print edition of Vogue.

Read the full New York Times story

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