MMGY Global, a leading travel and hospitality marketing firm, has acquired Origin, an outdoor-focused, digitally driven creative, content and branding agency. The firm, based in Whistler, B.C., will become known as MMGY Origin.

With the addition of Origin’s Whistler, Montreal and Vermont locations, MMGY Global will now have more than 500 employees and operate in 16 markets globally. Origin has provided strategy for many leading brands that are transforming outdoor recreation and travel with tech and progressive innovation, including Destination Canada, L.L. Bean, Vail Resorts, Tourism Whistler, Taos Ski Valley, Park City, Jay Peak Resort, lululemon, Smartwool® and Fleet Feet®.

MMGY Global was advised on the transaction by Armanino, LLP on financial matters and by Dentons Canada LLP and Foley & Lardner, LLP on legal matters. Origin was advised on the transaction by Aird & Berlis, LLP and Reid Smith on legal and tax matters.

Aird & Berlis acted as counsel to Origin with a team that included Fiona Brown, Jennifer Bishop, Barbra Miller, Francesco Gucciardo, Stephen Zolf, Evonne Finnegan, Nadia Narain and Christian Nianiaris.