March 13, 2008 was an interesting day for Atomic when the agency heard that client Rapt (www.rapt.com) was to be acquired by Microsoft same day. Rapt is the leading provider of advertising yield management solutions for digital media publishers. Rapt’s technology, along with its information and advisory services offerings, will become key components of the Atlas Publisher Suite, part of Microsoft’s Advertiser and Publisher Solutions Group.
It’s been a great relationship with Rapt, starting with a seismic shift in communications strategy suggested by the agency, followed by an 800% increase in coverage volume and a significant increase in the relevance and meaningfulness of coverage content within the first six months of the relationship – and strong progress across the board since. More information on the original Atomic/Rapt collaboration here.
In the past three years, more than 15 additional Atomic clients have been acquired by major brands. A small cross section includes: Sanera Systems, 9 Squared, Outerbay, Webify, StepUp Commerce, Teros, Photobucket, Oakley Networks, and Xign.
 Earlier the same day, Bebo, a client of Atomic sister agency Civilia Public Relations (www.civiliapr.com), was acquired by AOL for $850 million. The Civilia team was instrumental in collaborating on strategy for the release of the groundbreaking social media entertainment serials Kate Modern, from the producers of LonelyGirl15, and Sophia’s Diary - as well as strategizing, planning and executing the launch announcements and events around Bebo’s participation in Google’s Open Social, and the announcements of Bebo’s own Open Media platform and Open API announcements in November and December 2007. More information on AOL/Bebo news here. Civilia was launched in early 2007 to focus on entertainment, lifestyle and culture-related clients and currently counts museums, children’s organizations and a list of film and television actors among its clients, in addition to Bebo.
Despite the acquisitions, the Atomic family of agencies have managed to grow strongly year over year, and all of us in the greater Atomic family are grateful to be able to collaborate with so many smart people and so many great brands.
Speaking of sister agencies, next up is Random Animal – a digital communications mutant agency life form. RA is currently being incubated in the lab on work for Atomic and Civilia, but will soon be released into the wild on its own.
PS – Atomic and Civilia are both hiring at all levels. Interested parties please email us at
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Tags: Rapt, Microsoft, Bebo, AOL, online advertising, display advertising, social networks, acquisitions, Atomic Public Relations, Atomic PR, Civilia PR, Civilia Public Relations
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