Data Firm Giant Partners Buys Marketer Worxstudio

Southern California-based data firm Giant Partners has acquired marketing agency Worxstudio, with the aim of creating a data-driven digital marketing offering.

The deal is the converse of a number of other recent announcements where marketing firms have bought in data expertise, from Publicis' acquisition of Epsilon in April to this week's sale of Ugam to Merkle. Both versions reflect the growing desire to integrate the two disciplines to optimise marketing and future-proof agency offerings.

Based in Thousand Oaks, CA and founded in 2000, Giant Partners promises to 'accelerate leads and drive sales with perfect customer lists, effective websites, strong branding, compelling content and marketing automation - powered by web search, social media, email and messaging'. The firm has worked with Worxstudio on a number of occasions in the last two years and says it wanted to build on the success of these partnerships.

According to Giant's CEO Giovanni Barile (pictured), the decision marks a great moment for the company: 'Our customers always ask us how to best utilize data in the modern marketing landscape. After the acquisition, we not only have great answers for them, but have the ability to help them succeed with a complete digital marketing service'.

Web sites are at www.giantpartners.com and www.worxstudio.com .