W2 Group Snaps Up Another Shop

Looking to build W2 Group into New England’s top independent interactive-services shop, Larry Weber last week bought a minority stake in One to One Interactive.

One to One, with 55 staffers and revenues projected to grow 30 percent to $8 million this year, is the Weber Shandwick founder’s third acquisition since he launched W2 in Waltham, Mass., two months ago.

Weber said One to One’s analytics, market segmentation and data-mining offerings complement W2’s other holdings: Racepoint Group, a tech PR shop he purchased in September; Third Screen Media, a mobile-marketing company he picked up in October; and Digital Influence Group, an online marketing group he formed two months ago. Terms of the acquisitions were not disclosed.

“We are joining … companies that independently can derive business on their own but collectively will be in larger deal flows that only the Madison Avenue networks are generally invited to,” said Jeremi Karnell, who co-founded One to One with his identical twin brother Ian in 1997.

Jeremi will remain as president and Ian as chief marketing officer. Weber will become chairman. CEO Steve Humphrey will shift to an advisory role at Boston-based One to One, whose clients include Unisys and GlaxoSmithKline.