The Reel acquired by DG

DG's SourceECreative, a global ad management and distribution platform, has today announced it has purchased assets of The Reel,  an information resource for advertising professionals.  By merging The Reel, which serves 275 advertisers mostly based in the UK, with DG’s SourceECreative, DG is now positioned as the leading global information resource for the latest campaigns, TV commercials, virals, web videos and rich media ads.

According to SourceECreative managing director Pamela Maythenyi, “The Reel has been a well utilized and respected resource for 30 years in the UK. We are thrilled to be combining forces and strengths to provide top talent and the most in-depth video resource to the worldwide advertising community."

As part of the acquisition The Reel’s editor, Jamie Madge will be moving into the role of worldwide editor for SourceECreative, and The Reel’s monthly showcase ‘The Reel Presents’ will continue, with a plan to expand the screenings to international audiences alongside those in London.

“We are looking forward to hitting the ground running in 2013 with SourceECreative,” said editor Jamie Madge. “The combination of their immense archive and international connections means that the potential for creating interesting and relevant editorial content is endless. We can’t wait to get started.”

The Reel’s website will still continue to operate until all clients have been transferred to the SourceECreative site. All Reel subscribers will have access to SourceECreative until their contracts come up for renewal.

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