Merkle Buys Chicago's New Control

Data driven CRM firm Merkle has acquired Chicago-based full-service digital and direct agency New Control, as it pursues 'aggressive growth' in its digital agency group and reinforces its offer for financial services and insurance clients.

New Control,established eighteen years ago and with more than 85 employees, offers a proprietary campaign development methodology and brings skills in areas including strategic consulting, media planning and buying, and data analysis skills. It joins more than 300 existing staff at Merkle's digital agency group.

Craig Dempster, EVP and digital agency group leader for Merkle, comments: 'New Control's approach to developing creative is rooted in strategy and analytic decisioning, to inform not only the offer, but also visuals and messaging... We are excited about the synergies that will result from this union, beginning with our shared clients and supporting the expansion of our digital agency capabilities in years to come.'

New Control's President Dave Braun says his firm's 'most important consideration' in tying up with Merkle was a focus on 'creating customer experiences that drive outstanding marketing performance in addressable media'.

Merkle itself has more than 2,100 employees and is headquartered in Columbia, Maryland with eleven additional US offices and overseas locations in China and the UK. Web site: www.merkleinc.com . New Control, which has an additional office in San Francisco, is online at www.newcontrol.com .