Meredith Buys L.A. Interactive Shop O'Grady Meyers

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Magazine publisher Meredith Corp. bought O'Grady Meyers, a Los Angeles interactive marketing agency doing customer relationship marketing for major fast food, consumer packaged goods and healthcare marketers.

The purchase is an answer to demands from Meredith clients for quantifiable data-driven programs. The media giant's Meredith Integrated Marketing division will rely on interactive CRM as an area of focus for future business. Sales terms were not disclosed.

"They specialize in online CRM, and we specialize in offline CRM," said Wendy Riches, executive vice president at Meredith Publishing Group, New York. "We have always outsourced CRM work in the past, and now we're bringing it in-house."

Founded in 1993, O'Grady Meyers offers interactive strategy, Web site development, viral marketing, online media and promotions. It is interactive agency of record for Nestle USA brands and divisions like PowerBar, Nestle Infant Nutrition, Nestle FoodServices, Buitoni and Carnation Instant Breakfast.

The acquisition aims to pull clients to the expanded Meredith Integrated Marketing, an 80-person unit serving 30 clients including The Home Depot Inc., DaimlerChrysler, DirecTV, Hyundai and Procter & Gamble Co.

"This puts us in a position to deliver marketing services programs that blend online and offline seamlessly," Ms. Riches said.

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