IBM is buying digital marketing agency Resource/Ammirati

IBM today is announcing that it’s buying Resource/Ammirati, a digital marketing agency with offices in Columbus, Ohio and New York. Terms of the deal weren’t disclosed.

The odd name of the company being acquired is a result of Resource, based in Ohio, buying Ammirati, which was based in New York, in April 2014.

The deal is interesting because it broadens out IBM’s talent and business in an area that’s quite busy and potentially could lead to more profit. That’s important for IBM, which has seen its revenue go down quarter after quarter.

Resource/Ammirati’s customers include DSW, Nestlé, Newell Rubbermaid, North American Breweries, Sherwin-Williams, White Castle, and Victoria’s Secret. Resource/Ammirati has more than 300 associates, according to a statement on today’s acquisition.

This is IBM’s first acquisition of a “digital marketing creative agency,” according to the statement. Other recent IBM acquisitions include livestreaming company UStream, Workday consulting company Meteorix, and The Weather Co.’s product and technology businesses.

Earlier this month Pivotal, another company selling enterprise software, announced that it had acquired Slice of Lime, a user experience design agency.

Resource started in 1981, while Ammirati started in 2002.