(PromoXtra) Independent online marketing agency AKQA will acquire search engine marketing consultants SearchRev for an undisclosed sum as part of a bid to become a direct-marketing expert, as well as a brand agency.

SearchRev owns a technology platform that optimizes search marketing and also provides SEM consulting services. The company will remain a separate division within AKQA after the purchase.

AKQA is expected to continue to amass online marketing companies in order to bring a broad range of marketing capabilities in-house. The company has a sizeable war chest, thanks to a sale last February of a majority stake in itself to private equity firm General Atlantic for about $250 million.

In planning to integrate more marketing expertise, AKQA is following the same path taken by rival digital agency aQuantive, which added strength in marketing services, ad delivery and an ad network before being acquired by Microsoft earlier this year for $6.1 billion.

With more than 600 employees and global offices, AKQA has handled the digital marketing campaigns for a number of large brands, including McDonald’s, Nike, Unilever and Visa. SearchRev has about 65 employees, but has provided search marketing services for several large clients including Yahoo, Shutterfly, Axiom Digital, and La Quinta Inns & Suites. The two companies were reportedly first brought together by mutual client Coca Cola, for whom SearchRev optimized the MyCokeRewards campaign.

Independent online marketing agency AKQA will acquire search engine marketing consultants SearchRev for an undisclosed sum as part of a bid to become a direct-marketing expert, as well as a brand agency.

SearchRev owns a technology platform that optimizes search marketing and also provides SEM consulting services. The company will remain a separate division within AKQA after the purchase.

AKQA is expected to continue to amass online marketing companies in order to bring a broad range of marketing capabilities in-house. The company has a sizeable war chest, thanks to a sale last February of a majority stake in itself to private equity firm General Atlantic for about $250 million.

In planning to integrate more marketing expertise, AKQA is following the same path taken by rival digital agency aQuantive, which added strength in marketing services, ad delivery and an ad network before being acquired by Microsoft earlier this year for $6.1 billion.

“SearchRev provides AKQA with a world-class search marketing solution for our clients and allows us to support online and mobile campaigns as well as traditional media,” AKQA CEO Tom Bedecarr said in a statement. “This acquisition is our first step in creating the next-generation digital marketing services network.”

With more than 600 employees and global offices, AKQA has handled the digital marketing campaigns for a number of large brands, including McDonald’s, Nike, Unilever and Visa. SearchRev has about 65 employees, but has provided search marketing services for several large clients including Yahoo, Shutterfly, Axiom Digital, and La Quinta Inns & Suites. The two companies were reportedly first brought together by mutual client Coca Cola, for whom SearchRev optimized the MyCokeRewards campaign.

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