Updated March 23 at 12:28am

Alex and Ani buys Mediapeel; candidate for reality show


CRANSTON – Jewelry company Alex and Ani Inc. is now the majority owner of marketing firm Mediapeel, and, in separate news, is a candidate for reality show on office life.

The company’s relationship with Mediapeel began one year ago, Alex and Ani CEO Giovanni Feroce said, adding: “Engaging Mediapeel was one of the top-three best business decisions I’ve made to date.”

“All of what they brought to the table has allowed us to separate from the competition and become a top-tier organization. Now having that free and full access to everything can only position us further toward the top,” he said.

Alex and Ani will be saving the media-buying commission that Mediapeel would take; Feroce cited the industry standard as 15 percent.

Reflecting on Mediapeel’s performance, Feroce gave an example of when Alex and Ani was approached by a Hollywood studio to be featured in a new reality show, Office Life.

“Within in a couple of hours of our conversation, Mediapeel was able to produce a [video sample] of what life at Alex and Ani was like. The producers were just blown away. It’s that kind of rapid-response capability that allows us to play at a different level than traditional business,” he said. Members of the show’s staff are now slated to visit Alex and Ani in a few weeks.

Anthony P. Gemma, Mediapeel owner and former Democratic Congressional candidate, has been given a March 15 deadline to decide whether he wants to stay with the company or pursue his political ambitions.

Feroce declined to disclose the financial terms of the deal but said that Alex and Ani will have operational and financial control of Mediapeel.

Mediapeel, which currently has 25 employees at its office in Lincoln, will move its sales and administrative staff over to the new Alex and Ani headquarters in Chapel View; all of the creative and the production staff, however, will remain in Lincoln.

“Our expectation is to retain all of the individuals we have; however we have to make sure folks are in the right position and we’ll go from there.”

Feroce said that the studios in Lincoln will undergo a “state-of-the-art transformation” – with both hardware and software upgrades.


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