Chief Media buys two firms to grow Amazon and TikTok reach

What's the deal? Performance agency Chief MediaDealroom has a profile for this one. Try Dealroom → has acquired two firms — AMZ AdvisersDealroom has a profile for this one. Try Dealroom →, an Amazon-focused consultancy, and social media agency Reach SocialDealroom has a profile for this one. Try Dealroom →. Terms were not disclosed.

What it means. The acquisitions give Chief Media a bigger foothold in e-commerce and the ability to cross-sell clients across services, said chief executive officer Scott Paternoster.

About Chief Media. The 25-year-old independent agency started as a direct response shop, helping clients run sales-oriented campaigns on TV and radio. More recently, it has pushed into programmatic and data offerings, working with clients like supplement brand Force FactorDealroom has a profile for this one. Try Dealroom →, AlbaneseDealroom has a profile for this one. Try Dealroom →, and AS BeautyDealroom has a profile for this one. Try Dealroom →.

The signal. Agencies are ramping up acquisitions for retail and marketplace expertise. Chief Media is doubling down with two deals of its own, betting that Amazon and social commerce know-how will keep clients in-house.

Read more: Adweek

Image credit: Robbert Noordzij