Cronin & Co. Acquires Conn. Database Firm To Establish a Direct Marketing Capability

BOSTON-Cronin & Co. last week bought a small database marketing company, its first acquisition in the 50-year history of the ad agency.
The new entity, called Cronin Synergy Marketing, will operate as a division of the Glastonbury, Conn.-based shop from its offices in nearby Rocky Hill, Conn., said Cronin executive vice president Mike Wheeler.
The database marketing company, founded by Leon DeMallie in 1988, has nine employees and $3 million in billings. Terms of the deal were not disclosed.
A key selling point, according to Cronin executive vice president John Riccio, was a proprietary database marketing system.