In yet another sign of the increasingly intimate (one might say co-dependent) relationship between PR and marketing, two top firms formed partnerships with content creation/digital branding agencies this week.

On Tuesday, Hill + Knowlton Strategies announced its acquisition of Group SJR, a New York/LA-based company focused on attracting audiences and building brand loyalty via strategic insights, “audience curation” and—most importantly—the creation and management of custom content.

The following day, Booz & Company made its new partnership with international branding/advertising agency Leagas Delaney official. LD is a London-based agency specializing in services ranging from advertising creative to media buys.

In both cases, the partners aim to create a sort of super-firm by fusing two or more distinct agencies in order to more completely serve each client’s diverse content/distribution needs—like a digital Power Ranger.

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