Zeta Interactive, a digital marketing agency was recently formed from Thursday’s acquisition of Adverb Media by Zustek Corp.
The newly merged companies will maintain its headquarters in New York City. Zeta Interactive has a significant presense in the online arena with clients that include Time Inc., and Sony Electronics Inc. With more than 300 people in New York and other locations, including Tampa Zeta Interactive expects to grow from the acquisition. Financial details of the merger were not available.
Adverb Media is an interactive marketing, technology and services agency that includes subsidiaries such as the direct response and search marketing firm DigitalGrit, brand strategy firm Temel and business intelligence social Internet miner Relevant Noise. Zustek concentrated primarily on marketing communications services, while the combination of all five firms will be under Al DiGuido, who was chief executive of Zustek and will continue that role with Zeta Interactive.
“We are forming Zeta Interactive in response to the growing demand for full-service firms that help businesses leverage the Internet in its entirety to drive significant business results,” said Dan Lynn, the outgoing chief executive of Adverb Media, in a release. “With Al’s leadership and expertise in the interactive marketing industry, we are confident this acquisition will enable us to not only quickly become a leader in the marketplace, but help move the marketplace itself in an entirely new level in which marketers come to expect an integrated, cross-media approach.”
This latest merger comes a month after Investcorp Technology Partners acquired Zustek and named DiGuido as its chief executive.
Investcorp is a private equity investor that generally invests between $15 million and $40 million of equity in companies.