The Diversified Agency Services (DAS) division of Omnicom Group Inc. has acquired The Kern Organization in a move to strengthen its customer acquisition offering. The terms of the deal were undisclosed.
The Kern Organization will remain an independent brand but will operate under DAS’ Rapp Collins Worldwide. Founder Russell Kern will remain the company’s president.
“Rapp Collins has a strong customer retention program and Kern has a great customer acquisition service, [and] customers have been asking for that combination of both,” said Thomas Harrison, chairman/CEO of DAS.
AdMedia Partners worked as financial advisors to Russell Kern on the deal. AdMedia managing director Abbott Jones said that there is an “intense interest” in acquiring DM firms because they “represent accountability” and can show ROI.
“Russell has been approached by a variety of firms over the years, but Omnicom really seemed to offer a benefit to the company,” Jones said.
The Kern Organization, whose business is about 70% b-to-c and 30% b-to-b, will report to Rapp Collins’ global CEO Bob Horvath.
Rapp Collins will have access to Kern’s customer development and demand generation strategies for the US, while Kern will be able to tap into Rapp Collins’ data and analytics resources.
