Omnicom acquires Kern, will operate under Rapp

Share this article:
Thomas_Harrison
Thomas_Harrison

The Diversified Agency Services (DAS) division of Omnicom Group Inc. has acquired The Kern Organization in a move to strengthen its customer ac­quisition offering. The terms of the deal were undisclosed.

The Kern Organization will remain an independent brand but will operate under DAS' Rapp Collins Worldwide. Founder Russell Kern will remain the company's president.

“Rapp Collins has a strong customer retention program and Kern has a great customer acquisition service, [and] customers have been asking for that combination of both,” said Thomas Harrison, chairman/CEO of DAS.

AdMedia Partners worked as financial advisors to Russell Kern on the deal. Ad­Media managing director Abbott Jones said that there is an “intense interest” in acquiring DM firms because they “repre­sent accountability” and can show ROI.

“Russell has been approached by a variety of firms over the years, but Om­nicom really seemed to offer a benefit to the company,” Jones said.

The Kern Organization, whose busi­ness is about 70% b-to-c and 30% b-to-b, will report to Rapp Collins' global CEO Bob Horvath.

Rapp Collins will have access to Kern's customer development and demand generation strategies for the US, while Kern will be able to tap into Rapp Col­lins' data and analytics resources.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

The Mobile-Email Marriage

The Mobile-Email Marriage

Marketers who considered leaving email at the altar are finding renewed passion for the channel as an ever-increasing number of customers triage, read, and click-through email on their smartphones.

Harnessing Deep Industry Expertise to Capture New Markets

Harnessing Deep Industry Expertise to Capture New Markets

Darren Rodgers explains how he applies his deep healthcare expertise, and broad organizational experience, to marketing in an industry in the throes of historic transformation.

Fast Facts: October 2014

Fast Facts: October 2014

Some quick info hits to keep you up-to-date, including the percentage of emails opened on mobile devices.