• by David Goetzl  @dgoetzl, January 11, 2010

TargetCast tcm, one of a handful of independent media shops, has made its first acquisition as it looks to bolster its digital capabilities.

The agency, led by former MPG executive Steve Farella, adds Triumph360, headed by Steve Minichini who has previously worked with Farella. The 2-year-old Triumph360 has landed clients that include Pizza Hut and an Estee Lauder unit. Its 12 employees will meld with TargetCast's staff, expanding the total to 80.

Minichini, Triumph president, worked with Farella years ago at Jordan, McGrath, Case & Partners. Triumph will move from its Connecticut base into TargetCast's New York office; Minichini will become TargetCast's president, interactive marketing.

The acqusitision is the first for TargetCast since its 2002 founding; Farella stated the deal was driven by "digital media increasingly taking a central role in our communications planning." Financial terms were not disclosed.

Before launching Triumph, Minichini held a top post at imc2, overseeing its New York and Philadelphia operations and search marketing business. He also worked in-house at IBM. TargetCast clients include New York Life and 1-800-Flowers.com.