One to One Interactive acquires Twelve Horses

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One to One Interactive, a digital marketing firm based in Charlestown, MA, has acquired Reno, NV-based agency Twelve Horses. Terms of the deal, announced September 14, were not disclosed.

“The primary reason why we decided to move on Twelve Horses is that it has a really good blend of professional services on one hand and proprietary marketing intellectual property on the other,” said Jeremi Karnell, president of One to One.

He explained that the acquisition will also bolster One to One's digital practice, OTOi, and its marketing technology practice, OTOlabs.

Karnell added that the travel and leisure vertical is considered a top growth area for the combined company.

“That industry is definitely positioned for dramatic growth as the economy is poised to recover,” he said. “We've had enormous success in the travel and leisure vertical with our OTOlabs division, and had been talking about establishing more of a practice area for that industry.”

Twelve Horses fit that ambition, Karnell added, because of its “great portfolio of clients” in that vertical, mostly ski resorts in Utah and Nevada. All of Twelve Horses' clients are coming to One to One.

David LaPlante, former CEO of Twelve Horses, is serving as One to One's SVP of sales and marketing. Former Twelve Horses executives Steve Spencer and Martin Gastanaga, former president and COO at Twelve Horses, respectively, have been appointed senior executives at OTOlabs. One to One will add Twelve Horses' Reno, NV, and Salt Lake City offices to its Charlestown, MA headquarters.

Regarding layoffs as a result of the deal, Karnell added that there would be “only one position in accounting” affected.

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