Pavone Marketing Group has made two acquisitions — Netplus and Phalanx Digital — to expand its digital-marketing capabilities while increasing its client roster. Financial terms of both deals were not disclosed.
Netplus expands the agency's digital capabilities in content strategy, search, marketing, ecommerce and Amazon customer-activation expertise. Clients include Philadelphia Pretzel Factory, Aon Insurance, AstraZeneca, Friendly’s Restaurants and Valspar Paints.
"We approached NetPlus because in our efforts to round out our digital offer," explained Pavone CEO Michael Pavone. "They also brought a strong foundation in retail and restaurant digital-marketing experience to our portfolio."
Phalanx Digital provides web development, digital infrastructure support, and the creation of gaming applications, VR and mobile applications. Clients include Lamborghini, Porsche, Zaxby’s, IHG and Kioti.
The relationships first began through outsourcing digital development projects, says Pavone. "They soon began collaborating with our digital analytics company, Wild Fig, and from there, we soon realized they were so smart, nimble and easy to work with that we felt they would be an excellent addition to our overall offer."
The two companies are not retaining their names and are now part of Pavone Marketing Group.
Both firms' leaders remain with their teams and will work across existing and new relationships. Netplus' office is being absorbed into Pavone's existing Philadelphia operation.
"The total irony here is they were located in the same building — the Cast Iron Building — as was DDCworks, another agency we acquired six months ago," quips Pavone.
Separately, Phalanx's founder, Paul Benninghove, will head up the agency's digital development group, with his agency remaining housed in its original location in Mechanicsburg, Pennsylvania. "There are plans to have us all join together in the same space soon," says Pavone.
With the new acquisitions, Pavone’s staff — located in Harrisburg, Philadelphia and Chicago — now numbers 98.