Analytics Buy for Expanding MDC

In the US, marketing and communications network MDC Partners Inc. has agreed to acquire Communifx, a data analytics and database marketing firm focused on engagement marketing and optimization solutions.

Terms of the deal were not disclosed.

Communifx, whose services will be integrated into MDC existing divisions, specializes in the development and delivery of consumer engagement marketing solutions, supporting interactive and social marketing platforms with database and analytics technology. Services include consumer engagement strategy development, database management and analytics, concept design and implementation, and the production and execution of data-driven marketing ideas and initiatives.

MDC has also announced a new reporting structure, in which its partner firms will join one of two wings, the existing Strategic Marketing Services Group for integrated advertising agencies and strategic consulting services businesses, or the newly formed Performance Marketing Services Group, for firms working in data analytics, consumer insights, database marketing and data mining.

Chris McDonald, President of MDC's Consumer Insights Group, says the buy will help his firm with the crucial aims of demonstrating growth for clients' brands, and helping them to 'continually optimize performance on an ongoing basis'.

Chairman and CEO Miles Nadal adds: 'We are competing in a world where the analytical left-brain must fully inform the creativity, and big ideas born of the right brain in order to deliver to our clients a superior return on marketing investment. The acquisition of Communifx, and the reorganization of our operating segments properly align our structure to optimize the implementation of our strategy and the corresponding results.' Nadal says the firm plans to 'dramatically increase its resources' in the next five years by means of both organic growth and acquisition.

MDC services multinational clients in North America, Europe and Latin America, and is online at www.mdccorp.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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