Northlich Absorbs Ohio I-Shop

BOSTON Northlich said it has added to its digital capabilities through the acquisition of Interactive Ink.

The Cincinnati-based independent is attempting to broaden its communications offerings through the addition of an established firm well versed in search engine optimization, Web-site design, analytics and other new-media skills.

In effect, the shop is engineering on a regional scale what holding companies have recently attempted in the global marketplace. WPP Group expanded in the interactive arena yesterday via its $649 million deal to acquire ad serving and technology concern 24/7 Real Media; Publicis Groupe completed its $1.3 billion acquisition of i-shop Digitas as the year began.

“Digital technology has changed how our society learns, communicates and makes purchasing decisions, which has profoundly influenced marketing and branding,” said Kathy Selker, Northlich COO. “[We] can now deliver stronger business results through holistic campaigns that integrate online and offline media.”

Financial terms of the deal were not disclosed. Interactive Ink is located in Columbus, Ohio.

“Becoming part of Northlich will blend our technical savvy with world-class experiential marketing and branding capabilities, which are essential in the digital landscape,” said Interactive Ink CEO Tom Rausch.

Northlich will keep all of Interactive Ink’s 15 staffers, merging them into its office in Columbus, creating a combined team of about 30 professionals. Northlich gains a Washington, D.C., outpost in the bargain.

Birds Eye, Brown-Forman and Procter & Gamble are among Northlich’s key clients.