NSI Marketing Services Buys Analytics Shop Razor

Estimates Put Combined 2011 Revenue for Merged Agency at $70 Million

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CHICAGO -- (AdAge.com) -- NSI Marketing Services, a St. Louis agency specializing in B-to-B, experiential marketing and trade-promotion management, acquired Dallas-based Razor, a marketing strategy, analytics and database-management agency. The agencies did not disclose the amount.

"NSI and Razor have strengths and specializations that are complementary, and together we are even better positioned to offer clients a platform of services that doesn't currently exist in our industry," said Mark Mantovani, president-CEO of NSI who will lead the newly integrated agency as president-CEO.

In the short term the combined agency will remain NSI Marketing Services, but Mr. Mantovani said the agency will "re-evaluate our brand in the next 45 days."

Ad Age's DataCenter reported Razor's 2009 revenue at $22.7 million. NSI estimates the combined 2011 revenue for the newly merged agency will be $70 million and a head count of 475. In addition to NSI's St. Louis headquarters, it has offices in New York, Chicago, Los Angeles and Detroit. Razor's office is in Dallas.

NSI's clients include Honda/Acura, Anheuser-Busch InBev, Ford Motor Co., Coca-Cola, Microsoft, Cisco, Benjamin Moore and the North Face. Razor's clients include Rent-a-Center, Domino's Pizza, Wendy's , Purina, Zipcar, and the Cheesecake Factory.

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