LiquidHub acquires New York digital marketing agency

Systems integrator and technology consultancy LiquidHub has acquired Foundry9, a New York-based digital marketing agency, for an undisclosed amount.

It's part of what is expected to be a slew of mergers for the Wayne, Pa.-based company, which nabbed a $53 million investment led by ChrysCapital in March. Separate from that funding, the private equity backer has made a significant commitment for additional investments to support M&A.

Foundry9, which employees about 100 in its Manhattan, Wilmington, Del., and Los Angeles offices, is known for delivering strategy, digital marketing, design and analytics solutions to help companies strengthen brand experiences and customer engagement. The acquisition will expand LiquidHub's digital marketing services, a press release said, and helps align chief marketing officers with chief information officers, "by delivering both creative marketing capabilities and technology expertise from a cohesive team."

"Balancing the needs of the CIO and CMO represents a new kind of firm," LiquidHub co-founder Rob Kelley said in an interview. "This is not common in the marketplace and we think it is really going to be the right kind of partnership for our clients as they undergo digital transformation."

Foundry9 will now operate under the moniker: "Foundry9, a LiquidHub Company."

Foundry9 CEO Matthew Bernardini said the two companies have worked on engagements together for about two years. In the past, LiquidHub would help Foundry9 with its IT problems, and vice versa when LiquidHub needed help with its marketing strategy.

"We've been approached over the years by many opportunities, but this is a clear strategic fit," Bernardini said. With his executive team of about seven, Bernardini will now lead LiquidHub's digital marketing services operations.

Lauren Hertzler covers technology, education and venture capital.