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New Chicago ad agency Merge has digital focus, industry vet at the helm

“I was really taken by the talent and the capability and what they offered and what they provided.” Founded in 2003 by husband-and-wife entrepreneurs Riley and Lauren Sheehan, Merge flew mostly under the radar, developing websites, mobile apps and enterprise solutions for direct clients such as Harley-Davidson and under contract for ad agencies seeking outside help with their clients. Bess is looking to the digital edge to help expand beyond the agency’s health care legacy into a broader client base. Those efforts got off to a good start when the Chicago office, aided by the Merge acquisition, bested five other ad agencies to win the Marco’s Pizza account last summer. Based in Toledo, Ohio, 40-year-old Marco’s Pizza bills itself as the fastest-growing pizza chain in the U.S., with about 900 stores in 34 states, including 17 in the Chicago area. In addition to new creative work, Merge is helping Marco’s with everything from its website and mobile app to selecting a unified point-of-sale system across all of its locations. “There are so many reasons to select an agency, from media-buying strategy to creative, but what really set Merge apart was its prowess from the web technology side,” said Steve Seyferth, chief marketing officer of Marco’s Pizza. An ad agency veteran himself, Seyferth worked for Bess at Needham Harper and said the relationship played a role in choosing Merge. But it was the agency’s technical expertise that ultimately sold Marco’s management as the chain gears up for broader national expansion. “Clients are looking for more from their agencies,” said Riley Sheehan, 42, who is serving as chief technology officer at Merge. “It’s expanding to deeper technology solutions.” Merge, which employs about 140 people in Chicago, is streamlining its own operations, with a planned move in June from three floors at 142 E.

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