In June, San Diego-based agency Mindgruve merged with Macarta to form MindgruveMacarta. Now that agency, in a bid to bulk up on commerce capabilities, is merging with Cincinnati-based Icon Commerce, described as the largest independent commerce agency in the Midwest.  

"Icon Commerce's physical in-store retail marketing experience combined with their DTC and marketplace expertise further strengthens our enterprise omnichannel commerce capability for clients worldwide,” stated Chad Robley, chairman and CEO of MindgruveMacarta.  

Icon Commerce was founded in 1997 and expanded its own skill set with the acquisitions of eCommerce agencies Marketplace Clicks and Spaceshop Commerce, adding certified Amazon, Shopify and Adobe Commerce expertise to its service menu. Clients include Deckorators, Tempur Sealy and Unilever. Shawn Murdock, founder of Icon Commerce, will continue as CEO of the agency under the new ownership structure. 

The combined entity has expertise in CPG, B2B, healthcare, financial services, and technology sectors, as well as platform experience in Google, Meta, LinkedIn, Amazon, Walmart and Mercado Libre.  

With more than 300 employees across eight global offices, the combined agency will serve additional clients such as P&G, Colgate-Palmolive, Dupont, Sony, Mattel, 3M and Wrangler.