The deal supports IBM’s goal of helping its clients in creating transformative brand experiences. 

IBM is once again bolstering its digital marketing portfolio with a strategic acquisition, this time it’s the US-based digital marketing and creative agency Resource/Ammirati. IBM has acquired Resource/Ammirati to address rising demand from businesses seeking to reinvent themselves for the rapidly-changing digital economy and provide better experiences to their customers. Financial terms of the deal were not disclosed.

The deal, which will mark IBM’s first agency creative acquisition, provides IBM with greater access to data and analytics, and adds to IBM’s global leading design and digital experience capabilities. Resource/Ammirati will help IBM build on the success in North America and join over 10,000 IBM iX employees to support demand for its services in this fast-growing market.

Founded in 1981 and based in Columbus, Ohio, Resource/Ammirati is a digitally led creative agency formed by the integration of two digital marketing companies Resource and NY-based advertising firm Ammirati. The company has 300+ associates across its offices in Columbus, Chicago and New York. Its clients include Birchbox, DSW, Nationwide, Nestlé, Newell Rubbermaid, North American Breweries, Shaw Industries, Sherwin Williams, Toys “R”Us and White Castle.

Paul Papas, Global Leader, IBM Interactive Experience, said in a statement: “Resource/Ammirati has built its own stellar brand and reputation on a long, distinguished record of advancing leading brands in every industry,” and also added this: “That portfolio of work and proven expertise is a perfect complement to the experience design capabilities of iX — where we bring clients a distinct fusion of industry insight, design thinking and end-to-end digital transformation, from the experience of the individual to the core processes of the client’s enterprise.”

Nancy Kramer, Resource/Ammirati Founder and Chairman, said in a statement: “We see in IBM iX a reflection of Resource/Ammirati\’s own mission to use creativity, technology and collaboration to make anything possible for our clients, and also added this: “Our associates and clients will all benefit from IBM’s global reach and resources, including access to additional strategic, design and development talent as well as powerful analytics and technology expertise in cloud, mobile development and systems integration. Additionally, IBM’s legacy of progressive, associate-centric practices is a perfect match for our company’s culture.”

IBM has made several digital agency acquisitions in recent years. Its recent digital marketing efforts have included a partnership with social networking giant Facebook to help Facebook clients improve ad targeting and the acquisition of marketing automation software firm Silverpop.

The deal, which still is subject to satisfaction of customary conditions and applicable regulatory reviews, is expected to close in the first quarter of 2016.