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Tuesday, October 04, 2016

Marketing Agency DKY Acquires Peterson|Probst

DKY, a brand communications agency, has acquired Minneapolis firm Peterson|Probst. The purchase, effective October 1, extends DKY’s capabilities in database, direct, and loyalty marketing.

“The new, combined team is in the best interest of all our clients,” said Brian Dahl, DKY President. “In the digital age, the disciplines of marketing are merging and require stronger integration at all levels. The addition of the exceptional people and capabilities from Peterson|Probst is an exciting boost that our clients will definitely appreciate.”

Moving Peterson|Probst’s expertise in-house gives DKY not only direct-marketing, data and fulfillment services, but also sophisticated analytics into customer journey, purchase behavior, and segmentation. “We’ll be able to dive deeper into customer engagement, which helps us get smarter and more targeted with marketing programs,” Dahl said.

The deal continues DKY’s growth following the addition of public relations and content marketing to its offerings in July. With expansion, said Dahl, DKY will continue its culture of providing senior-level marketing experience without adding agency bureaucracy. DKY is known for its accessible, flat service organization that streamlines delivery of services at strategic and executional levels. Team members average over 20 years of experience and work to develop lasting collaborative relationships with clients.

“For 22 years, we’ve been a pioneer as a smaller-smarter agency model,” said Dahl. “We serve clients at a high level without the unnecessary weight of long-standing agency structures. Today—with our work for Winnebago, Archer Daniels Midland, Donaldson Company, World Servants and others—we bring a great deal of firepower to the table in a very nimble package.”

Peterson|Probst staff, along with co-founders and principals Joe Peterson and Tom Probst, will be supporting Winnebago as well as other DKY accounts.

“Since launching Peterson|Probst in 2004,” said Probst, “we’ve built a successful marketing practice that we’re proud of, particularly with Winnebago as one of our legacy accounts. This acquisition is the right next step for our team and we’re very excited about what we can do as part of DKY.