DNA Buys New Media Specialist Plaid Skirt

US company Digital Net Agency (DNA) has acquired new media research, planning and placement specialist Plaid Skirt Marketing, boosting its social media capabilities. Terms of the deal were not disclosed.

Raleigh, NC-based Plaid Skirt combines traditional marketing techniques with data analysis, in order to develop new media strategies for clients. Services include brand building and awareness, social CRM for business, mobile marketing and eCRM development.

DNA says the acquisition will help it move from a search-centric firm, to a search and digital marketing agency, with a focus on measurement and analytics and social identity and audience management.

CEO Aaron Baker says: 'This is a business move that just makes sense; advertisers are increasingly looking for full-service, digital marketing solutions, and innovative ways to engage social media outlets and, with this acquisition, DNA completes the digital marketing equation for current and future clients.'

As part of the deal, Plaid Skirt Marketing's President Skip Graham (pictured) will become DNA's Chief Strategy Officer. The integrated company will operate under the DNA name.

Web sites: www.digitalnetagency.com and www.plaidskirtmarketing.com .