The company merged its original direct and retail marketing group with digital marketing and technology, database marketing and franchise and local marketing units it picked up via acquisition over the past three years.
“I think it really reflects a bigger and long-term shift away from traditional brand and image marketing that had gone to TV, broad-reaching programs and outdoor advertising. More of those are moving to direct and digital and driving actual sales transactions as a result,” said Jeff Haggin, the firm’s CEO. “Data, direct and digital are all areas where the spend is going, so we want to be in the right place.”
Haggin added that out of the brand names that his company has acquired, SolutionSet “reflects the business proposition and objective” of the company better than other. That includes the Haggin brand, which has roots in catalog marketing.
Haggin acquired SolutionSet, a digital agency, in February.
Haggin said that no layoffs, leadership changes or office consolidations will occur as a result of the move. The agency has offices in Chicago, Atlanta, San Francisco, Mill Valley and Palo Alto, CA, and Albany, NY.
Haggin Marketing had made a series of strategic acquisitions since 2006, buying database and data management services provider I-Centrix, as well as Coupons Inc. and The Chicago Catalog Group. Haggin said earlier this year that the acquisitions were done to build a small but nimble ROI-focused agency centered on data, digital and direct marketing.