MDC Partners announced today its investment in Attention Partners LLC, a social media and marketing communications agency based in New York.

Attention is differentiated by its data-driven approach to earning media. Its services encompass measurement, consulting, engagement, and community development. Managing more than 100 social communities for some of the most recognized brands in beauty and fashion, media and entertainment, technology, luxury and consumer, the agency excels at integrating social media across all aspects of its clients' businesses.

"The brand building pendulum continues to shift from persuasion, typically driven by traditional media, to influence from trusted sources," said Miles Nadal , Chairman and CEO, MDC Partners. "Social media is a powerful vehicle for consumers to emotionally engage their favorite brands. We must stimulate more intimate interactions through peer-driven word-of-mouth, and the creation of trusted communities, to drive customer advocacy. We are privileged to partner with Attention."

Curtis Hougland , CEO of Attention, who created one of the first 'new media' practices in 1993, founded the agency in 2006. He and the management team will continue as partners to lead its growth and expansion.

"MDC is the ideal partner for us," said Mr. Hougland. "They give us the resources to grow our clients' businesses with the autonomy to run the business and preserve our entrepreneurial culture and DNA. MDC's dedication to invest in the most talented people is critical to a business built on authenticity, one-to-one communication, and word-of-mouth."

Mr. Nadal continued, "Attention has some of the most prolific thought leaders in the area of social media, one of the fastest growing areas of the marketing and communications industry. Several of our agencies have been working with Attention for over a year with great success, and we look forward to leveraging their expertise across the entire MDC Partner Network."

Forrester Research estimates social media marketing will grow at an annual rate of 34 percent - faster than any other form of online marketing and double the average growth rate of 17 percent for all online mediums - over the next five years.