MDC Partners has acquired a majority interest in Integrated Media Solutions, a direct response media and analytics firm specializing in search marketing and digital services.
IMS has more than 130 employees at its New York and Los Angeles offices. It was founded in 2002 by Bob Ingram, Desiree Du Mont and Ron Corvino.
Earlier, the three execs formed Media Inc. and Media Direct Partners, which they sold to Interpublic Group in 1996. (At IPG, Du Mont served as president, COO of Initiative Media IM2 direct unit; Ingram and Corvino founded Western Trading, which became part of Initiative.)
IMS operates a platform designed to facilitate optimal media integration through a single P&L accounting system that allows marketing dollars to flow into the best-performing channels. Gains and losses are measured and optimized daily by gauging ad performance across and within various channels, ultimately lowering customer-acquisition costs, MDC said.
IMS specializes in customer-acquisition, lead-generation campaigns that motivate consumers to act immediately by prompting calls, clicks, online purchase visits and information requests. IMS is the media agency of record for clients like Liberty Medical, Cancer Treatment Centers of America, Galderma, Shire, Hair Club, Westwood College, ChildFund International, Consumer Cellular and Ferring Pharmaceuticals.
The company now becomes part of the MDC’s Performance Marketing Services Group, a unit formed late last year to house firms providing analytics, database marketing and data mining services.
“We see a huge opportunity in the area of analytics. Clients really care about the ROI of their marketing investment and targetability as search and digital continue to grow,” said Miles Nadal, MDC’s CEO. “The principals of IMS have invested in technology and built a unique platform with significant client return on investment.”
Bob Ingram, CEO of IMS, added: “Early on, we recognized media fragmentation, coupled with consumer response preferences shifting to online, were resulting in significant challenges for many marketers, which required a fresh perspective and more innovative approach to optimizing media investments.”
Nadal said the acquisition is part of MDC’s core strategy which includes “dramatically” increasing resources in the Performance Marketing Services Group through organic growth and acquisition over the next five years. Last December, MDC acquired Communifx, a data analytics and database-marketing firm that specializes in engagement marketing and optimization solutions.
Transaction terms were not disclosed.