Merkle acquires loyalty marketing company

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Columbia, Md.—Database marketing agency Merkle has acquired loyalty marketing company Metzner Schneider Associates for an undisclosed sum.

The acquisition will form the basis of a new Merkle loyalty practice to be led by Metzner Schneider founders Richard Metzner and Howard Schneider. Employees of Metzner Schneider will also join Merkle.

Last year Merkle acquired CognitiveDATA, which focuses on database accuracy and hygiene, created a mobile marketing service headed by former Obama presidential campaign guru Michael Ricci and formed a group focused on health care and pharmaceutical clients.

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