RealTime IT News

Agency.com Offers Direct Marketing Through Acquisition

Web services and strategic planning firm Agency.com Wednesday added direct marketing services to its arsenal, with its acquisition of i-traffic, a media planning company Agency.com bought in October.

Because of quiet period restrictions -- Agency.com, who made its market debut December 8th, hasn't made any public statements about the i-traffic acquisition, but it outlined the purchase in SEC filings. The cash and stock deal was valued at approximately $15 million.

Still in the quiet period, Agency.com is revealing a little about how i-traffic will fit into the interactive agency. The firm will be a division within Agency.com, which will offer interactive direct marketing services, including media planning and tracking, online advertising, online affiliate programs and online marketing alliance management.

"We are pleased to be able to meet client demand for an even broader array of end-to-end solutions with i-traffic's industry experience and dedicated team of 125 professionals," says Chan Suh, chairman and CEO of Agency.com.

Ron Kovas, who was formerly COO of i-traffic, will be president of the new division and will report to Kevin Rowe, president of Agency.com: North America.

Scott Heiferman, the founder of i-traffic, has taken on the role of executive vice president, interactive marketing for Agency.com: North