Keystone Capital Announces Acquisition of Blue Moon Digital by Portfolio Company MERGE

CHICAGO–(BUSINESS WIRE)–Keystone Capital Management, L.P. (“Keystone”) is pleased to announce that its portfolio company, MERGE, has acquired Blue Moon Digital, Inc. (“Blue Moon Digital”), a leading performance marketing, data science, and digital agency based in Denver. This acquisition significantly enhances MERGE’s performance marketing and data science capabilities and deepens the firm’s retailer and pharma vertical marketing expertise. The combined company will have more than 650 employees across seven locations in the United States.

Blue Moon Digital is a leading performance marketing, data science, and digital agency with a focus on driving traffic and transactions for their clients. They bring a full suite of performance marketing offerings ranging from digital strategy, paid media, email, SEO, analytics, data science and marketplaces. Blue Moon Digital is also a two-time partner of the year for Domo with deep data capabilities around media mix modeling, attribution, and demand forecasting. They have an impressive client roster including: Astellas, Kate Spade, the North Face, and TransUnion among others. For more information on Blue Moon Digital, please visit Bluemoondigital.co.

The acquisition bolsters MERGE’s offerings within performance marketing and data science as well as adding additional expertise within the consumer vertical, particularly within apparel. In turn, MERGE offers Blue Moon Digital and its client partners increased creative, executional and technology development capabilities. Combined, the entities offer a 360-degree view of multiple markets with deep expertise within the healthcare, financial services, and consumer verticals.

“At a time when businesses are rapidly adopting an e-commerce mindset, Blue Moon Digital’s strategic performance marketing expertise augments MERGE’s digital capabilities and expands our consumer practice,” said Patrick Venetucci, Chief Executive officer of MERGE. “Fusing Blue Moon Digital’s command of e-commerce and data analytics with MERGE’s content and technology capabilities facilitates our ability to drive traffic and transactions for clients in a powerful way and differentiates MERGE as an agency partner.”

“Blue Moon Digital is a terrific complement to MERGE providing advanced performance marketing and data science capabilities to an impressive roster of world-class, industry-leading clients. We look forward to watching their success as they collaborate to serve clients across their spectrum of storytelling and technology capabilities.” commented Bill Sommerschield, Managing Director at Keystone.

All members of the MERGE and Blue Moon Digital executive teams will remain in leadership positions with Patrick Venetucci serving as Chief Executive Officer of the combined company, which will operate under the MERGE brand.

MERGE is an independent, integrated marketing and technology development agency with deep domain expertise in the healthcare, financial services, and consumer verticals. MERGE combines historically marketing-oriented capabilities (brand strategy, performance marketing, omni-channel campaign execution, content creation, programmatic media, and reporting & data visualization) with a strong technology and development-focused offering (digital strategy, customer experience & design, marketing stack software implementation, and custom software development). The combined business will be headquartered in Chicago with additional offices in Atlanta, Boston, Denver, Kansas City, New York, and Orange County. For more information please visit MERGEworld.com.

Terms of the transaction were not disclosed. Legal counsel was provided to MERGE and Keystone by Honigman LLP. Blue Moon Digital was advised by Garros Group, LLC and Fortis Law Partners, LLC.

Contacts

Bill Sommerschield

(312) 219-7973

bsommerschield@keystonecapital.com