Updated with the clip above and additional detail.

APCO Worldwide has acquired StrawberryFrog, an independent ad agency based in New York.

StrawberryFrog’s clients include P&G (also an APCO client) and Beam, Inc., the spirits company behind brands like Jim Beam and Maker’s Mark. According to the Wall Street Journal, StrawberryFrog has earned $10 million in revenue from its U.S. operations.

The story also notes the amount of cross over between advertising and PR these days, something that’s been illustrated in our twice-weekly Roll Call columns.

“Increasingly being charged with helping marketers manage their social media marketing, PR firms are now finding themselves having to make creative content for marketers,” the article says.

StrawberryFrog will continue with its own brand and management, including Scott Goodson, StrawberryFrog chairman and co-founder. Each company will continue working with its respective set of clients.

Terms of the deal were undisclosed.