Merkle's previous acquisitions in the marketing space include Brilig (data), 5th Finger (mobile), Social Amp (social), IMPAQT (search) and IMPAQT Trading (media). New Control's 85 employees will bring the headcount in the company's agency services group to about 450, or about a fifth of the employees across all four of its divisions (the other three are management consulting, technology and analytics).
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For the first year, New Control will function as a wholly owned subsidiary under the moniker "New Control, a Merkle Company." Its president, Dave Baun, will stay on in that role.
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