DigitalGrit Acquires LMI

Full-service Web marketing shop DigitalGrit has expanded its capabilities by acquiring Washington, D.C.-based consultancy Liquid Marketing and Insight (LMI). Terms of the deal weren’t disclosed.

The LMI acquisition adds new strategic interactive marketing capabilities, top clients, and an increased geographic reach to New Jersey-based DigitalGrit.

Former LMI execs Glenn Whiting, Tim McNamara, and Kate Milner will lead DigitalGrit’s newly formed National Accounts Strategy Group, charged with helping clients design, develop, and launch integrated interactive marketing campaigns. A member of the new group will be assigned to each client to provide senior-level account management and strategy to each core account team. Members of the LMI team have worked in agencies such as Ogilvy PR Worldwide and SF Interactive.

“Our goal has always been to provide our clients with innovative, results-driven interactive marketing solutions. We’re doing a great job, primarily in SEM [search engine marketing],” said Dan Lynn, DigitalGrit’s cofounder. “We’ve done so well that our clients want us to do more.”

LMI’s experience in online marketing will help DigitalGrit move beyond its current capabilities, which have centered on driving sales and leads, toward a wider array of transactional and strategic programs, Lynn said.

DigitalGrit’s client roster includes ADP, American Express, Morgans Hotel Group, Sony, Reuters, Prudential, Dun & Bradstreet, and Consumer Reports. LMI clients include IBM, Motorola, Pfizer, Miller Brewing Co., Kraft Foods, the AAA Foundation, and Inc. magazine.