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Merkle Acquires Digital & Direct Agency, New Control

April 3, 2014
Columbia, MD

Merkle (www.merkleinc.com), a leading technology enabled, data driven customer relationship marketing (CRM) firm and the nation’s largest privately-held agency, announced that it has acquired Chicago-based New Control (www.newcontrol.com), a full-service digital and direct agency.  The acquisition supports Merkle’s strategy for aggressive growth in its digital agency group. In addition, the acquisition reinforces Merkle’s industry-focused approach to serving world-class brands, adding deep expertise and penetration in many of the markets served by Merkle, most notably financial services and insurance.

Merkle selected New Control due to its singular focus on driving results through a proprietary campaign development methodology that generates industry-leading response and conversion rates. The 18-year-old agency’s capabilities and digital expertise align closely with those of Merkle. Its strategic consulting, multi-channel creative development, media planning and buying, digital production, and data analysis skills will help Merkle further scale its own integrated addressable agency capabilities. Another commonality is an emphasis on building long-standing relationships with the top-tier brands that New Control brings to the table, such as Chase, Canadian Tire, Fifth Third Bank, WellPoint, PNC Bank and Visa.

New York-based mergers & acquisitions firm, AdMedia Partners (www.admediapartners.com), acted as exclusive financial advisor to New Control in the transaction. New Control’s staff of more than 85 employees, located at both its Chicago headquarters and its San Francisco facility, will join Merkle’s digital agency group, which will now have more than 400 employees.

“New Control’s approach to developing creative is rooted in strategy and analytic decisioning, to inform not only the offer, but also visuals and messaging,” said Craig Dempster, EVP and digital agency group leader for Merkle. “The team’s rigorous creative process comprises a set of guiding principles that are proven to drive results. We are excited about the synergies that will result from this union, beginning with our shared clients and supporting the expansion of our digital agency capabilities in years to come.”

New Control president, Dave Braun, commented on the acquisition, “As we sought to join a great company that would help take New Control to the next level, the most important consideration was a focus on creating customer experiences that drive outstanding marketing performance in addressable media. As a proven leader in providing CRM solutions to Fortune 1000 companies, Merkle was the natural choice. Additionally, it was important to us to join a company with similar values and attributes. Merkle’s unique culture is perfectly suited for the New Control way of life, which is a combination of drive and personality.”

About Merkle

Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 6,800 employees, Merkle is headquartered in Columbia, Maryland, with 19 additional offices in the US and 33 offices in Europe and APAC. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.

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Erin Hutchinson