Merkle Expands Offering With Acquisition Of CFM Direct

Database Marketer Looks To Guide Data All The Way To Campaign

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Database marketing agency Merkle has acquired direct marketing agency CFM Direct. It is the latest in a string of purchases by the Lanham, Maryland-based company as it attempts to usher data from analysis to insight to actionable use.
David Williams, president & CEO, Merkle
David Williams, president & CEO, Merkle
"About 2 years ago, as we started to engage with agency partners, we found that there was a struggle in taking empowered insight and connecting insight to messaging and program development," said David Williams, president and CEO, Merkle. "That's what led us then to enterprise marketing database strategy to promotion dynamic to be a strategic partner."

The purchase of Chicago-based CFM, specifically, allows Merkle to take the process to the actionable stage with experts in direct marketing.

Merkle has grown steadily—25% per year for the past 19 years—since Mr. Williams acquire it in 1988 at the ripe old age of 25. Today, with over 900 employees, Merkle is "fixated on helping marketers produce better insights and use those insights to create better outcomes," said Mr. Williams.

At a time when everyone is discussing the need for a merge of marketing science and creative in one agency, Merkle is attempting to fill the gap. CFM joins the likes of The Domain Group and Quris as part of Merkle's recent acquisitions and current offerings.

Terms of the acquisition were not disclosed.
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