Merkle Acquires Digital Player New Control

Deal expands Merkle's footprint to Chicago

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Customer relationship marketing specialist Merkle has acquired New Control, a digital and direct marketing shop whose clients include Chase, PNC Bank, Visa, Gap and Sony.

The terms of the deal–which was driven in part by the agencies' shared interest in financial services brands–were not disclosed. During the first year, the firm will operate as New Control, A Merkle Company. After that, the New Control name will dissolve.

Negotiations between the Columbia, Md.-based Merkle and Chicago-based New Control took roughly four months.

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