UMarketing buys Tenthirty

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Multichannel marketing services provider UMarketing has purchased Chicago-based creative agency Tenthirty. The shop brings with it four financial service clients: AllState, First National Bank of Omaha, Visa and Wells Fargo.

George Wiedeman, CEO of UMarketing, explained that the deal, which had approval from the agency's four clients, would allow his company's established analytic and digital services to inform the creative work that was being done at Tenthirty.

“The 21st century model is about being an agency for the client and allowing the marketing spend to be driven by and invested into the channels that the customer wants to interact with the brand,” Wiedeman explained.

Financial terms of the deal were not disclosed. There are no planned changes to the staff at Tenthirty, which will act as a service hub for creative planning in branding, general advertising and direct marketing. It joins UMarketing's three additional locations at Lombard, IL; Columbus, OH; and New York.

UMarketing was founded last year by Wiedeman and Ken Lomasney, chief operating officer, along with the acquisitions of creative shop Lanyap Inc. and analytics agency Fury Group. Wiedeman said the company is looking to continue to expand its services.

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