DAN Buys Audience Targeting Specialist Media Storm

Marcoms giant Dentsu Aegis Network (DAN) has acquired data-driven audience planning and targeting agency Media Storm from its founders Craig Woerz and Tim Williams, as well as private equity firm TZP Group. Terms of the deal have not been disclosed.

New York-headquartered Media Storm's data science and optimization arm JubaPlus delivers hyper-local and national campaigns focusing on analytics and media mix modeling; media buying and planning; as well as digital marketing. According to DAN, the combination of digital performance media and CRM capabilities from its own data-driven performance marketing company Merkle, with Media Storm's specialized hyper-local, multi-channel retail approach will create a market solution that will offer new opportunities for Merkle's retail clients.

All Media Storm's 167 employees will move to Merkle, and Woerz (pictured) will remain Media Storm's Managing Partner, reporting directly to Patrick Hounsell, Merkle's EVP, Media Services. Woerz comments: 'There are very few companies that make perfect sense to unite with, and Merkle is that agency. The power of our combined agencies is unmatched in the industry. We both do what we say and deliver on our promise to clients. I couldn't be more inspired to elevate data-led innovation in accountable media as a part of the Merkle family'.

Web sites: www.dentsuaegisnetwork.com , www.mercleinc.com and www.mediastorm.biz .