MDC Group to acquire analytics agency Communifx

The firm has also formed a new reporting structure, consisting of two groups focused on strategy and performance. Communifx will be part of the performance marketing services group, along with MDC’s other insight, data analytics and consumer engagement offerings.

The new structure will come into effect when MDC reports its fourth-quarter results for 2009.

On the acquisition, MDC chairman and CEO Miles Nadal (pictured) said: “We are competing in a world where the analytical left-brain must fully inform the creativity and big ideas born of the right brain in order to deliver to our clients a superior return on marketing investment. The acquisition of Communifx and the reorganisation of our operating segments properly align our structure to optimise the implementation of our strategy and the corresponding results. We plan to dramatically increase our resources in this important group by organic growth and acquisition over the next 5 years.”

Once the deal is complete, Communifx’s range of data-based consumer engagement marketing services will be integrated into the offerings of MDC’s existing firms.