Mercury 11 to Merge With Shopper Engagement Agency Shoptology

8/20/2013
Project: WorldWide reports its plans to acquire Mercury 11, a social media and marketing technology agency with a retail and shopper marketing focus.

Based in Fayetteville, Ark., Mercury 11 was founded by Andy Murray in 2011 and will be integrated with Project: WorldWide's Shoptology, the rapidly growing shopper engagement agency. Before launching Mercury 11, Murray was the founder and worldwide CEO of Saatchi & Saatchi X.

Upon closing of the deal, the merged entity will be called Shoptology and will be led by Charlie Anderson, CEO, one of the industry's leading shopper marketing executives. Dallas-based Shoptology will add Fayetteville as its second U.S. office. The terms of the deal are undisclosed.

Murray has recently accepted the role of senior vice president, creative at retail giant Walmart, opening up the opportunity for Project: WorldWide to consider the acquisition.

"Shoptology is a world-class shopper marketing agency and this acquisition continues to enhance its offering. It is part of a bigger picture strategy of Project to acquire leading capabilities and talent in key growing marketing services segments," said Robert G. Vallee Jr., chairman & CEO of Project: WorldWide.

Anderson and Murray have an existing relationship from their time together building Saatchi & Saatchi X and respect each other's talents and agencies.

"Mercury 11 is a strong complementary add to our Shoptology offering as more of the path-to-purchase is omni-channel and ripe for innovation and engagement points technology can enable," said Anderson. "As an agency, Mercury 11 has built innovative cloud-based strategies and solutions for multi-location brands to manage local marketing campaigns at scale making it an ideal pairing for us. We're excited about leveraging the technologies, social and mobile strategy capabilities of Mercury 11 for further redefining of shopper marketing 2.0."

"I'm excited for Mercury 11 to join the Shoptology team," said Murray. "Charlie is an experienced builder and has a keen appreciation for how to scale a top team to bring world-class digital shopper marketing solutions to blue-chip client partners. I have no doubt Mercury 11's capabilities and people will add value to Shoptology's offering and will be in good hands."
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