Rtown, a Vancouver-based performance marketing agency, announced today it has acquired the assets of Mintent, a full-service digital agency based in Vancouver and the Greater Toronto Area.
Rtown didn’t disclose the purchase price. The company said all Mintent employees and customers will join Rtown following the acquisition, which is expected to double the company’s headcount and revenue.
“This acquisition is a strategic move to enhance our capabilities and amplify digital marketing services to all of the Canadian small and mid-size businesses we serve,” Rtown CEO Luke Aulin told the BIV.
“From Rtown's point of view, it was about creating scale and adding some expertise around content creation, content production, ad management efficiency and, particularly, getting great people who aligned with our company's values.”
He added that the acquisition will combine Mintent’s strength in brand and content production with Rtown’s expertise in analytics and performance to create more value for their customers.
Krista LaRiviere, former COO of Mintent, will join Rtown as COO.
Aulin says Rtown intends to become a platform that enables them to bring in other digital marketing and media companies, according to Aulin, a 2017 BIV Forty under 40 Award recipient.
“It's a young industry and lots of company founders have gotten their companies to a certain scale, but don't necessarily see an exit path for themselves,” he said.
“We feel we have a platform that's going to allow other agency owners to exit and find a way to realize the value of the companies they've built, and in doing so provide additional value to their customers, have continuity around that and find a home for their employees."