Isobar, a digital marketing firm, has acquired iProspect, a search engine marketing firm. Aegis, Isobar’s parent company, paid $32 million in cash, and will kick in up to $18 million in additional payments, contingent on iProspect’s performance.
Current chief executive officer Fredrick Marckini and president Robert Murray will continue to lead the company, which will remain based in Watertown, MA and operate as an independent entity.
Marckini does not expect to lose any of the company’s 85 employees. In fact, he went out of his way to mention that the company is hiring, especially in the account management and client services fields.
Why does Marckini feel the company is poised for growth? “This is a watershed moment for search – a validation that search is an inextricable part of the broader marketing mix,” he said. “Everything that marketers do -- television, print, radio, direct mail -- all drives search behavior. The job of search is to place the brand in the path of consumer query behavior.”
