Interpublic to buy Reprise Media for search strength

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Advertising agency holding conglomerate Interpublic Group of Companies Inc. has agreed to buy Reprise Media, one of the leading independent search engine marketing firms nationwide.

Reprise will become the first company in Interpublic's newly established Futures Marketing Group as the agency holding company looks to bolster its search offerings for clients. It will retain its identity and managing partners Peter Hershberg and Joshua Stylman.

Terms were not disclosed.

The acquisition comes a few days after Weyforth-Haas Marketing announced its merger with Bennett Kuhn Varner and Mercury Media made public its marriage to Advanced Results Marketing - all major agencies in the direct and interactive agency and media world.

Reprise is headquartered in New York, with offices in Boston and San Francisco as well. The firm's search engine marketing services are put to use by clients such as HarperCollins, Martha Stewart Living Omnimedia, Castrol, Microsoft and USA Today.

In recent years Reprise had started working with Interpublic agencies such as ID Media, Deutsch and Universal McCann. Interpublic also owns agencies including The Martin Agency, McCann Erickson, Draftfcb, Mullen, Lowe Worldwide and Initiative.

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