• by Steve McClellan  @mp_mcclellan, November 11, 2014

Customer Engagement shop, Ansira Partners, part of KRG Capital Partners Inc., confirmed today that it has acquired Sherman Oaks, CA-based Co-Optimum, a  leader in co-op advertising programs.

Ansira said that the deal deepens its co-op advertising expertise and enhances its service offering in key categories such as automotive, where it has a major presence with clients including Chrysler, Ford and Honda and more than a dozen others. Co-Optimum auto clients include Toyota, Ferrari and also Honda. Other key Ansira categories include agriculture and recreation.

The deal also boosts the firm’s offering by strengthening the connection between brands and local sales operations, including dealers and retailers, Ansira said.

It’s also the first acquisition for Ansira since industry veteran Martin Reidy joined the firm in June as President and CEO. Previously Reidy held senior management posts at Publicis Modem And Dialog, Interpublic’s R/GA and Meredith Xcelerated Marketing. Earlier he was a partner at Bain & Co.

Reidy said the deal is the first of a number that he plans to make to expand the company, which now generates an estimated $100 million in annual revenue. He said that Co-Optimum will become a division of Ansira and continue to be overseen by Larry Feder. The unit is likely to be re-branded next year.

“It’s perfect synergy,” said Reidy, noting both firms’ strength in co-op advertising and the auto sector which Reidy said is a “really important vertical for us.” Both companies “know each other well,” and have a major presence in the Los Angeles market.  

Connecting marketing with client sales and revenue data has been a key strength of Ansira, Reidy said. “Our primary goal is to help our clients grow more profitable relationships with their customers,” he added. “This works best when we combine intelligence around customer behavior with brand marketing and local retail transaction information. Co-Optimum allows us to offer our clients expanded resources and increased strategic insights to their business.”

Ansira (formerly NSI Marketing Services) is headquartered in St. Louis. In addition to Los Angeles it has offices in Dallas, New York, Chicago, Atlanta and Cedar Rapids.