MDC Partners has acquired a majority stake in Integrated Media Solutions, the direct response media/analytics firm based in Los Angeles with an office in New York.
CEO Miles Nadal says the ad/PR business is at point where the "analytical left-brain must fully inform the creativity, and big ideas born of the right brain, in delivering measurable return on marketing investment for our clients." That's the rationale for making the deal.
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IMS, which has 130 staffers, will be merged into MDC's performance marketing services group, which Nadal has targeted for development during the next five years via acquisitions and organic growth.
The acquired unit has expertise in search marketing and digital. It has worked for clients such as Cancer Treatment Centers of America, Ferring Pharmaceuticals, ChildFund International and Consumer Cellular.
IMS was founded by Robert Ingram, Desiree DuMont and Ron Corvino in 2002. Previously, the trio established Media Inc. and Media Direct Partners, which was built into a $650M billings business before being sold to Interpublic in 1996.
MDC has been on an acquisition tear, picking up majority stakes in PR firms Sloane & Co. and Allison Partners within the last six weeks.
IMS has worked for American Express, Kraft, BMW, Microsoft and Burger King.
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