Toronto-based digital marketing company PopReach Corp. is merging two of its subsidiaries including Costa Mesa, CA-based creative agency SCS, which it acquired earlier this year and ecommerce technology company Crucial Interactive (known as Contobox). 

With the combination, Contobox will become a technology platform brand within the SCS portfolio.  

SCS Founder and CEO James Schiefer will retain that role. Contobox CEO Farrukh Gaffarov will continue to lead that platform as well as take on the additional role of Chief Technology Officer at SCS.  

PopReach CEO Jon Walsh said that combining the two firms would create synergies “that will drive higher performance for our advertising partners.”  

The merger will help streamline efforts to create and deliver enhanced personalized ad experiences for customers and better position SCS to develop an efficient martech investment strategy to create advanced artificial intelligence tools and other products.  

SCS clients include Vans, Warner Bros. Discovery, Spectrum Brands, and Rollins. 

PopReach describes itself as a “multi-platform technology company” focused on acquiring and scaling companies and assets that provide services, technology or products within the digital media ecosystem. 

In addition to SCS and Contobox, the company's portfolio includes: PopReach Games, a free-to-play mobile game publisher; NotifyAI, a push notification subscription and monetization platform; Q1Media, a digital media advertising services provider, and Ubiquity, an omnichannel marketing network and technology platform.