NParallel-ed Experiences: Behind the Atomic Props Acquisition
by Amber Larkins, OOH Today
Nearly two weeks ago, NParallel announced its acquisition of Atomic Props and Effects LTD. This union brings together two powerful forces in experiential marketing, creating a more dynamic and scalable company that can redefine the landscape of the industry. The companies have merged and rebranded their website and social media as NParallel + Atomic Props to signify the change.
Together, NParallel and Atomic Props provide full experiential marketing solutions, pairing strategy, design, and fabrication with cutting-edge technology and craftsmanship. By merging NParallel’s strength in experiential design with Atomic Props’ legacy of innovative prop creation, the newly integrated team is uniquely positioned to transform creative visions into measurable realities, delivering more immersive, emotionally intelligent, and engaging experiences.
Behind the Scenes: How the Acquisition Came to Be
The tale of the sale started before the Covid Pandemic. Husband and wife team, Mike and Pat Pearson founded Atomic Props 45 years ago. As they got older, they started to think about an exit and potential companies they would like to merge with that shared similar values and culture.
“Pat had reached out to us and asked if there would be interest, and we said yes,” Don Gonse, Partner at NParallel, said. “Megan Diamond (NPARALLEL CEO) saw the opportunity to bring two people together – full service design and manufacturing agency and would allow us to expand our capabilities.”
The Covid-19 pandemic pumped the brakes on those conversations and then Pat passed away after a battle with pancreatic cancer. Being able to finally combine the two teams was an excellent opportunity.
Preserving Culture
In its 22-year history, NParallel has mostly worked directly with brands. Atomic Props works mostly with agencies. Being able to finally combine the two teams was an excellent opportunity. The acquisition allows both companies to offer a full suite of services or à la carte capabilities, depending on client needs.
Atomic Props, known for its top-notch quality, is considered the “Cadillac” of the OOH props business. NPARALLEL plans to keep its name. Gonse knows first-hand how poorly managed acquisitions can strip a company of its culture and core, and is actively working to preserve it.
“Everything we are doing centers around the mindset of how we can make it better and how can we make help it,” Gonse said. “We bring a little more size and scale that can help with some efficiencies.”
Premium Products
Atomic Props’ expertise in crafting efficient, high-quality props sets them apart. Installers frequently share feedback that other suppliers’ props are difficult and painful to install, while Atomic Props focuses on making the process smoother, even for something as simple as a flat extension.
“Agencies need to understand the Atomic Props difference,” Stacy Colson, Account Director at Atomic Props said. “They don’t understand materials, what different fabricators propose, how long they will last and what the level of quality expectation is.”
However, neither NPARALLEL nor Atomic Props are the cheapest solution. Gonse admits it’s not for everyone.
“If price is the deciding factor, we might not be the right fit,” Gonse said. “It’s about quality and peace of mind in the execution. We’re a full-service team. We handle everything.”
But, going with a cheaper company could come with some significant drawbacks as it may be made of lower quality materials, be engineered incorrectly, or not work at all for the space.
“We are expensive. We are premium. We are worth it,” Colson said. “Were an insurance policy. Clients can go all day and find someone cheaper to do it, but they’ll have to pay on the back end.”
Now that the two companies are working together, they can also offer a full suite of services, which has allowed them to obtain and execute projects for well-known brands such as HBO and Amazon.
“We can go after projects now that separately neither company would be able to execute,” Gonse said.
Growing Pains and Expanding Potential
Atomic Props has been incorporated into NPARALLEL’s office space, and the companies are investing in new, up-to-date equipment. There have been times both companies have been approached by with the same request from multiple sources.
Now that they can act as a full-service agency, they are much more versatile, offering both fabrication and creative services, in addition to so much more, including project management, full design, engineering, and a tech team.
“There’s almost a lot of efficiencies with projects that could encompass two different agencies,” Gonse said.
NPARALLEL+Atomic Props together can act as a one-stop-shop for their clients without sacrificing the quality both companies have become known for.
Looking Ahead
As the companies integrate, their focus for the future is still being defined. They’ve completed the acquisition, updated their website and branding, and merged their capabilities. Now, they’re working to ensure clients understand the benefits of this powerful combination.
“We want to make sure everything we do leverages our amazing team,” Gonse said. “We’re working with Stacy and her team to figure out where we’re going next year and how to introduce this combined team without disrupting our core audiences.”
Both companies will continue operating separately under the same roof, but with the strength and support of one unified team. While Atomic Props won’t fold completely into NParallel for now, the synergies between the two will undoubtedly enhance their offering, as they explore new ways to interact with audiences through live events, corporate events, OOH advertising, brand activations, and more.
“We could go in a lot of directions. It’s such a huge benefit on both sides of the business. We can be a better partner to all of our clients,” Colson said. “That have one brand that their clients can trust.”
As the marketing landscape evolves, this powerful partnership will ensure they stay ahead of the curve, delivering the high-quality, innovative solutions clients expect.
For the Love of OOH and Back to the Future. Please Subscribe!
- Advertisement -
