Social media firm Vitrue to acquire N.Y. company

Vitrue, a venture-backed startup focused on video and social media solutions, is acquiring UGENmedia, a social media marketing firm in New York.

Financial terms weren’t disclosed.

Vitrue, which has raised more than $15 million in venture capital, is backed by Turner broadcasting, Comcast Interactive Capital, Dace Ventures and General Catalyst Partners.

Viture works with clients to develop social media promotional campaigns, communities and interactive applications.

"This partnership enhances our ability to deliver to brands the most effective and compelling ways to engage their consumers," said Reggie Bradford, chief executive officer of Vitrue. "We are in the business of helping brands leverage the great frontier of social media. This partnership provides Vitrue with an additional dimension through UGENmedia’s expertise and cutting-edge applications."

UGENmedia CEO and co-founder Adam Benjamin and co-founder Roger Jehenson worked at DoubleClick before launching UGENmedia. Jehenson is the firm’s president. Both men and all UGENmedia employees will join Viture.