Marketing Tech Consolidation Continues With Publicis.Sapient Acquisition of Vertiba

Joins Slew of Adland Players Investing in Marketing Technology

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Alan Herrick, CEO of Publicis Sapient
Alan Herrick, CEO of Publicis Sapient Credit: Courtesy of Publicis Sapient

Publicis.Sapient has acquired Vertiba, a shop that specializes in using Salesforce software, as adland continues to invest in CRM technology. Terms were not disclosed.

The Boulder, Colo.-based firm, founded in December 2010 by Jim Hooton and Ted Battreall, is known for providing customer relationship management services, software and technology integrations, such as building data management systems, using Salesforce software. According to the firm's website, it's worked on over 500 projects and touts over 70 team members.

"The acquisition of Vertiba and their deep Salesforce expertise further strengthens our ability to help our clients reinvent the way they interact with their customers, while at the same time driving the technology and operational change needed to support a highly effective digital enterprise," Publicis.Sapient CEO Alan Herrick said in a statement. "The market now demands that companies transform themselves into fully digital enterprises, rethinking and connecting key business activities that together create new business platforms that change the basis for competition and lead to step change improvements in performance."

The network joins a slew of adland players investing in marketing technology and data solutions to reach existing and new customers across marketing, sales and customer service. Salesforce and agency holding company MDC recently invested in Pierry, another firm that specializes in digital CRM solutions using Salesforce platforms. Consultancies like Deloitte, Accenture and IBM that specialize in system integration have also dipped their toes in agency services, largely through acquisition.

Last February, Publicis Groupe completed its acquisition of Boston-based digital network Sapient for $3.7 billion. The ad holding company then created Publicis.Sapient, a network that includes Sapient Consulting and SapientNitro, as well as existing Publicis shops DigitasLBi and Razorfish.

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