Marketing & Advertising Acquisitions in Massachusetts

Impact XM, a portfolio company of The Riverside Company, has acquired Jack Morton from Omnicom in a transformative add-on that combines two leading experiential and live-event marketing agencies. The combined business will operate under the Jack Morton name and expands global scale, capabilities and talent across creative, digital, production and measurement to serve major brand clients across 20 offices worldwide.

Verndale, a Boston-based digital experience and technology company, has acquired the Product Experience Division of Amp (part of Advantage Solutions). The deal brings product design, UX, engineering, and digital marketing capabilities into Verndale to enable end-to-end digital product development and broaden its reach into tech, CPG, and healthcare verticals. Canaccord Genuity advised Advantage Solutions; financial terms were not disclosed.

Gravity Global, backed by Elysian Capital, has acquired performance media agency Marketing Doctor to strengthen its paid media capabilities and integrated marketing services. The add-on expands Gravity Global's expertise in regulated and mid-market sectors, bringing Marketing Doctor's data-driven media planning, buying, and public-sector experience into the Gravity network.

Movement Strategy, an independent social-led creative agency, has acquired Newfangled Studios, a creative production agency specializing in social-first and digital video campaigns. The deal brings together Movement Strategy's organic social capabilities with Newfangled's paid/social production strengths to offer a more holistic, social-first services portfolio for clients.

Validity has completed the acquisition of Litmus, a leading provider of email optimization and pre-send testing solutions. The deal brings Litmus's pre-send capabilities together with Validity's post-send deliverability and data intelligence products to create a more comprehensive end-to-end email marketing platform; financial terms were not disclosed.

Mighty Union has acquired Boston Digital, a 25-year-old digital agency led by founder Chuck Murphy. The strategic acquisition strengthens Mighty Union's digital and integrated marketing capabilities while expanding Boston Digital's footprint with mission- and life-critical clients across healthcare, higher education, and financial services.

Trinity Hunt Partners has made majority investments in digital product firm Craft and digital experience agency Verndale to form a full-service digital customer experience (CX) platform. The platform will combine capabilities across strategy, design, technology implementation, and managed services and will pursue growth via organic initiatives and strategic M&A; terms were not disclosed.

Informa PLC has combined its Informa Tech digital businesses with TechTarget to create Informa TechTarget. Informa contributed $350 million in cash and its digital businesses for an approximate 57% equity stake while existing TechTarget shareholders received cash and retain about 43% of the new company; the combined company began trading on Nasdaq under the ticker TTGT.

eLocal has acquired Bunker Hill Labs, a marketing and sales organization specializing in multi-vertical lead generation technology. The acquisition expands eLocal’s owned-and-operated media and form-based lead-generation capabilities, strengthening its offerings for Legal, Home Services and other local-service verticals. Bunker Hill Labs’ team and technology will be integrated into eLocal to deepen advertiser relationships and scale qualified lead volume across the United States.

Gregory FCA has acquired BackBay Communications, a Boston- and London-based financial strategic communications agency, in a deal that expands Gregory's financial PR and content capabilities. The acquisition — Gregory's third with minority investor Copley Equity Partners — will keep BackBay operating under its trade name with founder Bill Haynes leading the 27-person team as EVP and Managing Director.

Lime Media Group has acquired Turtle Transit, a creative custom mobile-vehicle design and fabrication shop, and integrated Turtle’s systems and assets into Lime’s Dallas-area headquarters. The acquisition expands Lime’s creative fabrication capabilities and scale—combining Lime’s 175-vehicle fleet and operations with Turtle’s design and build expertise to offer larger turnkey mobile marketing solutions.

Bridger Consulting Group, Inc. has acquired DeepBench, a primary insights platform founded in 2016 that uses proprietary software and AI/ML to match specialist B2B research participants. The acquisition expands Bridger's expert-insights capabilities and client reach—particularly into consulting, private equity, and corporate innovation markets—by integrating DeepBench's technology and client portfolio.

RTC Partners, a growth-focused private equity firm, announced an investment in COMM (formerly CommCreative), a Boston-based marketing agency that provides digital strategy, demand generation, account-based marketing, and martech solutions. COMM — a 50-person team — will join RTC's marketing services platform alongside prior investments (fama PR, Intelisent, MarketBridge, and Quarry) to expand capabilities and scale integrated marketing and sales services.

360insights, a global channel engagement and incentive management company, has completed the acquisition of HMI Performance Incentives, a provider of strategic performance-improvement and incentive program services. The deal brings HMI’s team and capabilities into 360insights’ SaaS and services portfolio to expand channel incentive solutions and improve end-to-end program delivery for clients.

MyHome, the marketing and technology subsidiary of Williston Financial Group (WFG), has acquired Volly, a provider of marketing automation and creative services for banks, credit unions, and mortgage lenders. The deal expands MyHome's lead generation, conversion, and retention capabilities for mortgage and real estate lenders and brings Volly's services into WFG Enterprise Solutions.

Phoenix-based integrated marketing firm Off Madison Ave has acquired Boston-area public relations agency CGPR from French/West/Vaughan (FWV). The acquisition expands Off Madison Ave’s capabilities in travel, outdoor recreation and active-lifestyle PR, with CGPR continuing to operate as a division under founder Chris Goddard.

Isovera, a full-service digital creative agency, has acquired The Boston Group (TBG), a global marketing communications firm, to combine capabilities and expand service offerings for B2B and B2G clients. The deal will double Isovera's size and broaden its expertise across sectors including aerospace & defense, government, healthcare, financial services and utilities to deliver integrated digital and brand communications services.

Stran & Company, Inc. (NASDAQ: SWAG) completed the acquisition of the assets and business of T R Miller Co., Inc., a branded merchandise and promotional-products provider. The acquisition adds T R Miller's 20,000 sq. ft. decoration, fulfillment and distribution center in Walpole, Massachusetts and about $19 million of FY2022 revenue, enhancing Stran's operational and fulfillment capabilities.

BerlinRosen Holdings, with investment support from O2 Investment Partners, has made an investment in Inkhouse and partnered with founder and CEO Beth Monaghan. The strategic move adds Inkhouse’s 140+ person strategic communications capabilities to the BerlinRosen platform to bolster its technology communications and full-service marketing offerings; terms were not disclosed.

New Jersey–headquartered Proforma Spectrum Graphics, an affiliate of Proforma, has acquired DataGuide, a Boston-based printing and promotional products distributor. Financial terms were not disclosed; DataGuide does more than $3 million in annual revenue and the purchase is part of Proforma Spectrum owner Jay Vento's plan to grow the business toward $25 million in annual sales.

Stirista, a San Antonio-based data-driven marketing company, has acquired Customer Portfolios, a Boston-based strategic lifecycle marketing provider. The deal adds Customer Portfolios' retention and lifecycle marketing platform and team (more than 20 employees) to Stirista's customer acquisition capabilities to create a more comprehensive omnichannel marketing offering.

Walker Sands, a Stone-Goff Partners portfolio company, has acquired KoMarketing, a Boston-based B2B demand generation agency. The deal deepens Walker Sands' top-of-funnel capabilities—including paid digital advertising and SEO—and KoMarketing will operate as KoMarketing, a Walker Sands company reporting into Walker Sands leadership.

Champlain Capital has acquired iPROMOTEu, a Wayland, Massachusetts-based provider of tech-enabled back-office, sourcing and sales/marketing services to independent promotional-products distributors. Brookside Capital Partners provided senior debt and a preferred equity co-investment to support the transaction alongside co-investors Honeywell, RGA, NorthCreek Mezzanine and iPROMOTEu management; Align Capital Partners was the selling sponsor.

Fingerpaint Group, a Knox Lane–backed healthcare marketing and specialty services platform, has acquired Parsons Medical Communications (PMC), a boutique scientific communications firm focused on the eyecare segment. The acquisition expands Fingerpaint's medical communications and eyecare capabilities; financial terms and seller details were not disclosed.

Rock Content, a global content marketing solutions company, has acquired WriterAccess, a Boston-based talent marketplace that uses AI to help brands scale content creation. The acquisition is intended to expand Rock Content's product suite, add AI-based capabilities, and accelerate global customer acquisition and R&D integration.

Relevate Health, backed by Mountaingate Capital, has acquired Boston-based Axon Communications to expand its healthcare marketing and HCP engagement capabilities. The acquisition adds Axon's proprietary digital products (MyDoc, KOLCast, REPCast) and national video production infrastructure to Relevate's data-driven, omnichannel marketing platform for pharmaceutical, biotech and medical device clients.

Capitala Group has acquired Overdrive Interactive, an Allston, Massachusetts–based digital marketing agency, with Wells Fargo Strategic Capital joining as a blue-chip co-investor. The transaction—Capitala's first from its new flagship fund—positions Overdrive to grow organically and via acquisitions, with 7 Mile Advisors acting as sell-side advisor.

Stran & Company, Inc. (NASDAQ: STRN) signed a definitive agreement to acquire GAP Promotions, LLC (GAP Promo) in an asset purchase expected to close in Q1 2022. GAP Promo, a Gloucester, Massachusetts-based full-service promotions agency that generated $7.4 million in sales in 2020, will be led post-close by founder Gayle Piraino and all current employees will be retained. The deal expands Stran's promotional products, point-of-sale/display capabilities and its reach within the beverage and consumer packaged goods end markets.

Publicis Health, the health and wellness vertical of Publicis Groupe, has acquired BBK Worldwide, a Needham, Massachusetts–based R&D marketing firm and leader in clinical trial experience (CTE). The acquisition adds BBK's patient-centric services, proprietary TrialCentralNet technology and global clinical trial operations capabilities to Publicis Health's life sciences offerings to create an expanded end-to-end value proposition for biotech and pharmaceutical clients.

EagleTree Capital has acquired The Channel Company from Stone-Goff Partners. The transaction keeps the existing management team in place and positions The Channel Company to accelerate the build-out of integrated marketing, data and analytics capabilities for the IT channel under EagleTree's ownership.

Chicago-based private equity firm CIVC Partners has invested in Boston-based digital marketing agency 829 Studios, partnering with founders Peter Ross and Nick Riotto who will retain significant ownership and remain in management. Stellus Capital Management provided unitranche senior financing and an equity co-investment to support the transaction; the partnership is intended to accelerate 829's organic growth and support add-on acquisitions.

Trinity Hunt Partners has partnered with Exclusive Concepts, a Burlington, Massachusetts–based digital marketing and advertising agency focused on eCommerce clients. The private equity firm will work with Exclusive's president, Scott Smigler (who remains a significant shareholder), to grow the business through investments in infrastructure, talent and add-on acquisitions to build a market-leading digital marketing platform.

Foundry Holdings, Inc. has acquired Online Geniuses, LLC, the online digital marketing and advertising community founded by Moshe Markovich. The community (35,000+ members) will join Foundry’s roster of industry communities, with Markovich remaining in an advisory role.

Walker Sands, a Stone-Goff Partners portfolio company, has acquired March Communications, a Boston-based integrated PR agency focused on B2B technology companies. The acquisition expands Walker Sands' capabilities and geographic footprint in the B2B tech marketing space — creating a combined firm of roughly 170 employees across five offices, with March operating as "March, a Walker Sands company."

New York-based private equity firm Stella Point Capital made a significant equity investment in Boston-based digital agency Velir to accelerate the agency's growth strategy. The capital will support capability expansion in data integration, personalization and experience design, regional expansion, and enable strategic future acquisitions while Velir's existing leadership team remains in place.

Denver-based private equity firm Mountaingate Capital has made a strategic growth investment in Acceleration Partners LLC, a global partner and affiliate marketing services firm. The capital will support Acceleration Partners' organic growth and selective add-on acquisitions; CG Petsky Prunier served as exclusive financial advisor to Acceleration Partners.

Boston-based private equity firm New Heritage Capital made a growth investment in Massachusetts-based Carnegie Dartlet, a provider of digital marketing, lead generation and research services to higher education institutions. The transaction provides liquidity and financial flexibility to the company while leaving operating control with the reinvesting founders to accelerate future growth.

Bracken Marketing, a Newtown, Pennsylvania-based growth agency focused on pharma services and digital health, has acquired The Brite Mind LLC, a Somerville, Massachusetts digital marketing strategy agency. The deal expands Bracken's digital advertising capabilities and gives The Brite Mind clients access to a broader team of sales, marketing, and creative professionals.

Sprinklr has acquired the social advertising business of Nanigans, integrating Nanigans’ ad management, predictive analytics, optimization, and reporting capabilities into Sprinklr Marketing. Nanigans will retain its incrementality business while many former Nanigans employees join Sprinklr to bolster the company’s performance and brand social advertising offerings.

Keystone Capital–backed Merge has acquired Beam, a Boston-based experience design, digital marketing, and technology consultancy. The add-on expands Merge's experience strategy, design, CRM, and platform development capabilities; terms were not disclosed.

Perficient, a digital transformation consulting firm, acquired Boston-based Stone Temple Consulting, a digital marketing and SEO agency. The deal adds approximately 60 employees, strengthens Perficient’s digital marketing, content and SEO capabilities, increases its presence in the Northeast, and brings Stone Temple founder Eric Enge into a leadership role at Perficient.

Woodinville, Washington-based Bensussen Deutsch & Associates (BDA) has acquired Boston-based promotional merchandise firm SwervePoint. The deal expands BDA’s East Coast footprint and service offerings; SwervePoint will be rebranded as BDA and its co-founders have joined BDA’s leadership to support the integration and continuity of client services.

AcuityAds Holdings Inc. completed the acquisition of Visible Measures Corp., a Boston-based programmatic video analytics and ad-tech platform, acquiring 100% of its outstanding stock for approximately US$10 million in upfront cash. The deal, funded through a bought deal offering and a revolving credit facility, adds Visible Measures' MRC-accredited video measurement and True Reach analytics to AcuityAds' programmatic marketing platform to expand its video advertising capabilities.

Ebates, the San Francisco-based cashback shopping and loyalty marketplace (a subsidiary of Rakuten), has acquired Cartera Commerce, a Lexington, Massachusetts-based provider of loyalty marketing solutions and rewards programs. The deal expands Ebates' loyalty marketing capabilities and brings Cartera's merchant, card issuer and airline partnerships and offer platform into Ebates' portfolio.

LocalVox has acquired MarketMeSuite and integrated its social monitoring, posting, and analytics technology into a new Social Inbox embedded within LocalVox’s local marketing platform. The acquisition expands LocalVox’s social CRM and monitoring capabilities for small businesses, franchises and partner agencies, and follows LocalVox’s earlier acquisition by TBC Holdings.

Constant Contact, Inc. acquired Boston-based CardStar, Inc., a mobile loyalty platform with over two million users, to expand its mobile, loyalty, and consumer capabilities for small-business marketing. CardStar's employees, including founders Andy Miller and Danny Espinoza, joined Constant Contact; financial terms were not disclosed.

Affinion Group, a Stamford-based customer engagement and loyalty solutions provider, signed an agreement to acquire Prospectiv Direct, the Wakefield, Massachusetts-based online performance marketing company that owns the daily-deals site Eversave, for an initial $30 million plus potential earn-outs. The acquisition is intended to expand Affinion’s digital and local-commerce capabilities by adding Prospectiv’s performance-marketing technology, Eversave daily-deals platform and lead-generation services to its portfolio.