Adweek continued its acquisition spree this morning with the announcement that it has acquired Social Media Week, the 11-year-old events and content company that provides deep insights and data for brand marketers, media and technology companies.
“The SMW acquisition is an important step forward in deepening our connection with these influential and rising marketers,” said Adweek CEO Jeff Litvack. “Social media has always been a critical way for brands to reach and interact with their consumers and 2020 has further thrust it into the spotlight.”
Adweek will acquire Social Media Week (SMW) and its flagship properties, including Social Media Week Conferences, SMW News & Insights and its recently launched streaming platform SMW+. Terms of the transaction were not disclosed.
Toby Daniels, who founded Social Media Week in 2009, will join Adweek as chief innovation officer, overseeing the SMW business. “Joining forces with Adweek represents an opportunity to work with a world-class team, accessing a full spectrum of capabilities which will not only help to extend the Social Media Week brand and offering, but also help us better serve our community and our partners,” said Daniels in a statement.
Social Media Week hosts in-person events across six continents with nearly 100,000 attendees. Like most events companies, SMW went virtual in 2020 and held its first virtual conference in May with more than 10,000 attendees and 175 hours of content.
“In 2020, the pandemic, the rise of Black Lives Matter and a socially-distanced world reinforced the demand for real-time social engagement and the criticality of social media as a marketing platform,” added Adweek’s chief content officer Lisa Granatstein. “We’re excited to supersize our social media programming with next-level insights and best practices to help our audience continue to capitalize on these seismic consumer and marketing trends.”
Under Adweek, SMW’s first show will happen, virtually, in early May.
Adweek’s acquisition of SMW is the company’s third purchase in the last 6 months. Previous acquisitions include the FUSE Media summit, which hosted its first event, Elevate: Publishing, in December; Publishing Executive, now known as Publishing Insights and Target Marketing, part of Adweek’s new Performance Marketing vertical.