PSK, Gr8 Link Up in Symbiosis

Pagano Schenck & Kay believes it has found a novel solution to the interactive conundrum by aligning itself with Gr8.
The Baltimore interactive-design agency and PSK, Boston, are owned by EPB Communications in New York.
Under terms of the deal, Gr8 will open its first satellite office inside PSK, and the agencies will cross-sell services. Gr8’s goal, said its Boston creative director, Chuck Seelye, is to achieve “self-sufficiency” one day and be independent of PSK. Gr8 plans to open similar offices in Philadelphia and New York in upcoming months.
Both shops stand to benefit from the deal, said Gr8 president and CEO Craig Ziegler. With nearly 100 staffers in Gr8’s Baltimore office and a growing body of work, the need for resources was mounting. A Boston office will allow Gr8 to tap into a new talent market, Ziegler said.
Initially, at least two strategists will move to Boston to assist Seelye. He was originally recruited to Boston to work at the Strategic Interactive Group (now Digitas) by executive creative director Greg Johnson, for whom he previously worked. Seelye said the fit was not right and called Gr8 in November with “a daydream”: to open a Boston office.
For PSK, this interactive capability helps fill the void created more than two years ago when Circle Independent was sold to Arnold Communications. The Gr8 relationship is the second “insourced” one for PSK. Three years ago, it cut a similar deal with Media First International to secure specialty media services.