Cohn Godley Norwood, acquired last week by Epsilon Data Management for an undetermined amount of cash and stock, will operate as a wholly owned subsidiary of the database marketing company.
Cohn Godley, a 32-person Boston shop which last year claimed billings of $42 million, has changed its name to CGN Marketing & Creative Services.
Agency president Ben Godley and chief creative officer Paul Norwood retain their titles and report to Epsilon chairman and chief executive officer Robert Mohr, who could not be reached for comment.
While admitting the sale of his 5-year-old agency "was a little premature," Godley said, "when you can assure your people that your culture won't change, you have to answer."
CGN gains access to Fortune 500 clients, while Epsilon acquires creative and interactive capabilities, Godley said.
Burlington, Mass.-based Epsilon, which reported revenues of more than $100 million last year, provides database marketing services to clients such as the American Cancer Society, Fidelity, IBM, American Express and the National Geographic Society.
Mohr in 1997 led an investment group that purchased 80 percent of Epsilon from American Express, which continues to hold a 20 percent stake in the company.