Merkle Lures Razorfish Chief Operating Officer Komasinski

Marketing Data Services Firm Poached From Omnicom and iCrossing, Too

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Michael Komasinski
Michael Komasinski

Small but rapidly-growing marketing data and digital services firm Merkle has been busy poaching agency executives. Omnicom's Resolution Media and iCrossing have lost top executives to the performance-focused Maryland firm, and now Razorfish North America joins the list.

New Merkle Chief Operating Officer Michael Komasinski said his brief background at Razorfish, where he served as chief operating officer from January 2014 until May of this year, will influence the approach he takes to establishing best practices and standards for Merkle's recently-acquired companies such as Chicago-based direct agency New Control and search agency Periscopix, which calls London home.

In addition to overseeing company-wide standards for things like resource management, Mr. Komasinski said integrating tech platforms that have come from Merkle's acquisitions is also on the agenda.

Chief Agency Technology Officer Peter Randazzo, new to Merkle by way of iCrossing where he was CTO, is working hand-in-hand with Mr. Komasinski to determine how to fold the firm's disparate technology systems into a more cohesive set of platforms, said Mr. Komasinski. Periscopix, for instance, is the third company acquired by Merkle which has search-ad technology.

"We are already looking at ways to make that a single platform," he said.

Another recent hire, Gerry Bavaro, joins Merkle's Enterprise Solutions Group as senior VP, where he will lead development of the company's enterprise solutions and solution architecture of large-scale offerings. Mr. Bavaro recently served as chief strategy officer at Omnicom's performance media agency Resolution Media. While there, the agency added social media services to its search, video and CRM capabilities.

Social media is a space where Mr. Komasinski has his sights set. Indeed, Merkle is not done with its prolific buying spree, he confirmed, noting that Merkle is on the lookout to acquire paid social media ad technologies in the U.S. The company also sees a gap to fill in the marketing services space in the U.K., he added.

Merkle has more than 2,700 employees globally, including 800 in its digital agency group. The privately-held firm collected $382 million in revenue in 2014.

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