MediaTrust, a New York digital agency with an emphasis in direct-response advertising, announced Monday it has purchased a San Francisco agency that works in email marketing, particularly in the retail space. Terms were not disclosed for the acquisition of the firm, Kenzei.
One of Kenzei's core competencies is retargeting consumers who have begun an online purchase process and placed items in a shopping cart, but then abandoned the track midstream. The agency looks to help retailers bolster conversion rates through automated email or phone messaging.
Plans call for the companies to meld tools into a MediaTrust Conversion Solutions offering for performance-based campaigns.
MediaTrust CEO Peter Bordes stated his company has "admired" Kenzei's "innovations in helping advertisers increase conversion rates after consumers have abandoned forms and shopping carts."
Mike Stocker, Kenzei CEO, will segue to MediaTrust as vice president of strategic development.
MediaTrust bills itself as taking a "pay-for-results" ethic and works with advertisers but also publishers. It says its "cost-per-action" system involves campaigns with paid search, social media and other tactics.