Zentropy will become a branch of MRM, which is part of Interpublic's McCann-Erickson WorldGroup, and MRM will be called MRM Partners Worldwide.
It is unclear whether this will affect UK operations, as executives were unavailable for comment at the time of writing.
Zentropy's Cambridge, Massachusetts offices will be closed and the company's headquarters will move to New York, according to a Wall Street Journal report. It is not known if all 15 employees at the Massachusetts office will move to New York.
The move reflects other similar mergers in the UK, where new-media firms have been merged with direct marketing agencies. Hard Reality was merged with Leonardo at Leo Burnett, and Evans Hunt Scott with RealTime within Havas to form ehsrealtime.
Interpublic called off its IPO for Zentropy after advertising spending began to slide late last year and laid off about 15% of staff. Zentropy has 500 employees worldwide, and a client list including Birdseye, Reebok and General Motors.
www.zentropy.com
www.mrmworldwide.com