Full-service agency Marc is boosting its expertise in digital media by acquiring Boston-based Results:Digital, an agency with annual media billings of $35 million. Terms of the deal were not disclosed.
The acquired shop will be re-branded Marc USA | Results:Digital and will be fully-integrated within Marc USA's media capabilities.
"Results:Digital is hyper-focused on driving results – whether it's sales, leads or strong relationships," said Tony Bucci, chairman of MARC USA. "This value is 100% in line with our own” mission of generating results,” he added. “This acquisition adds a full complement of best-in-class digital media pros to augment our existing strong practice. We could never hire this many people this fast. And, we're getting people we know and with whom we have worked closely."
This relationship first started in 2012 when Pittsburgh-based Marc began working with Results:Digital to deliver new solutions for agency clients such as Payless ShoeSource, Rite Aid and True Value. Afterward, Marc realized the two agencies would mutually benefit if combined, R:D’s digital pedigree and MARC’s full-service capabilities.
Through this deal, agency executives see an opportunity to take online insights into traditional media to help their clients be ahead of trends as traditional media becomes more interactive.
At the very least, Marc now has a stronger footprint in a key region. "This acquisition gives us both expanded expertise in the fast-growing digital space as well as a new regional base in Boston, a city we believe has great potential for our combined agency," said Bucci.
Marc USA's expanded full-service media offering now includes a team of over 60 media professionals, including 30 digital media specialists, managing over $220 million in spending, with more than $60 million in digital media. It includes an in-house programmatic buying operation, as well as full-service planning, buying and analytics.